My role: Art Director and Lead Designer
Having worked with Aerstone for years, we were approached by them to design a Comms refocus based on their existing brand guidelines and aligning with the global campaign materials, but with a new strap line - "SINGLE MALT MADE SIMPLE"
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/3addd9ea-ba3c-454d-98ee-2cd5d1a3f842_rw_1920.jpg?h=bb36a0b300e2df1ef03e407f658cd3f3)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/dc7f6d2f-a065-407a-a83d-1c6e7b38286b_rw_1920.jpg?h=59a9f0ff6e13e14ae4987340c4934c78)
Final Key Visual designs
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/e0972f45-8e31-43eb-962a-dc192f59abb5_rw_1920.jpg?h=69d54f9f4d39903e9829ae4c944f8ac3)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/99fe0a51-2255-447e-978e-a283c66a7f16_rw_1920.jpg?h=ac9883b15affec45959084417d22eeda)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/c76befb2-39fc-4d78-b134-ddf0f9ad7b7a_rw_1920.jpg?h=ae929bd0a7596b66ff16753d47facf2c)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/73d20619-a08f-4412-b1ac-29aad583d539_rw_1920.jpg?h=df1d641bf4e72621f37f882cd060f732)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/5bb464ab-c501-4b20-954b-497d14305704_rw_1920.jpg?h=942a978ffa2aa4a946fba83eea345570)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/5a7a364f-eb5c-41b2-932d-6523071d485f_rw_1920.jpg?h=72497eecbd26c342029fb0966cd05e02)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/9c5242e5-5d5d-4d68-a846-607f93e0e6e1_rw_1920.jpg?h=5356d2cb353a34452e7877ef79b5b301)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/d95f36df-7cc1-42d2-b7e3-0c67d63625cf_rw_1920.jpg?h=ccf37d9775240ffa776cef6bde594345)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/3a014d42-1683-4c24-932f-016f7f731abe_rw_1920.jpg?h=df9e4786afc8a1719a273ee2d855d41e)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ae2edee3-591c-4165-9b44-1ed3358f0b6b_rw_1920.jpg?h=58fe4171e88785ed3a6c6042fea1c9a5)
Exploration concepting
During exploration I wanted to visually demonstrate this notion of 'made simple' by 'reframing' the complex, and allowing the eye to focus solely on the product, branding and campaign strap line. I used different design elements to draw the eye away from the complex Scottish landscape photography and allow the product to take center stage.
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/b374c824-8607-4316-a116-5e2761a9ed59_rw_1920.png?h=efb55d0a619b136e7816c9a391077d02)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/150fa40e-c3cf-4438-a0af-7e141f4ab81a_rw_1920.png?h=f897e0a354d04c7f1f4dd1993e734bf3)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/bc1a035c-b8a2-4b37-95ae-2f3141b9cb54_rw_1920.png?h=7d2ea4544f16bf0feea3152e25790c71)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/6d8ba67d-1293-4d13-a61a-8bc0f453a85b_rw_1920.png?h=2a9a3d9da77944cf174e94cd46d70146)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/91918f30-a110-47bc-8cd4-6ea08ce29095_rw_1920.png?h=612d96e10abbd28304cfe9ea9c45b079)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/c5a91a75-4e79-47d9-a138-24136d1de257_rw_1920.png?h=2087c418e183b878b4572c64e907179e)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/dcad627d-e27d-4fbe-8299-bd5ebcdd332d_rw_1920.png?h=b497ba4b87a092381f685d4caa73c681)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/4abfca0a-e0a1-4433-b729-e7e0ce89c34b_rw_1920.jpg?h=7c64f9336f626673fc010fbb9c2e0a4f)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/c8323125-f0be-43e9-a8b2-9d6fd101d95b_rw_1920.png?h=a79696b624ef7e1da8f34736cba88783)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ad088a66-2a42-4099-b91b-c1892c7d566a_rw_1920.png?h=4e51a7a8fd3c02f35edbe8659cb05962)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/54ac9241-17d2-4464-afbf-e81d40a0efe0_rw_1920.png?h=c8d280f4be38d93f86a96c6cf436200d)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ceb845a6-135e-4e39-b7a2-40c6d1a51e52_rw_1920.png?h=9ba9db2ae22939f7a48eabbcc07f48c2)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ca2803a6-0cb9-4536-b12b-e74809975793_rw_1920.png?h=c3c900eb5ffad29b1bcd1599eb5ac177)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ef4db5bd-c51e-47f5-bfb3-71f955a2b7ed_rw_1920.png?h=00d900d4019b32ffc91d075f74e94711)
Simple doesn’t have to mean boring with layouts. By using an interesting grid system/ type with image treatment we can keep a nice amount of space and breathing room to keep it feeling simple but still interesting.
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/2736c464-e381-46d7-9bc8-d1fedf45ef93_rw_1920.png?h=f145bf866fe5ecd577d8c7acee4c1517)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/e538613c-c320-4f03-a79a-5abba7845d55_rw_1920.png?h=0ba0e62ec03d5ceaa092e77e5fbf4f33)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ffb658fa-85c8-4d0f-8492-d0c9bcf39f45_rw_1920.png?h=ee1d339bd841ef984b23954059f0a279)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/7ed1708e-c60a-4a3c-89a5-d968b1e78c2c_rw_1920.png?h=171af1bade4340a35a2134933ffbaf57)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/66611d1d-0762-4fc7-abf6-1e4940a5e855_rw_1920.png?h=846b31b6177decb38bf1b092e4bdc595)
Motion design
To bring our campaign to life, I lead the team to explore how the Look and Feel could then be applied to motion social assets, using sliding windows to lead the eye and simplify the complex.
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ac327b14-0f24-4240-8f8e-12450646c30b_rw_1200.jpg?h=80972546a7447b8efa5d9b045f0c7978)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/c653ce8a-b76b-4d36-8954-8c61231eed7d_rw_1200.jpg?h=9fbc6bab300f28504047c90b39dc8b82)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/abed1340-c5f6-4a99-beb5-ed60da318000_rw_1200.jpg?h=c71eb857324d83ec35f2bc08f2a44e91)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/028f4c69-d620-4fb3-bb22-a8c5e97422db_rw_1200.jpg?h=1888b9bf79fa6db7a43ae8f43c958f1d)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/6aecac53-27bb-45bf-9d8b-31be4e9ed1aa_rw_1200.jpg?h=88cfd5c5baf68163f16990014faccdbc)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/f76481ef-e82e-4997-938e-91714aba9db6_rw_1200.jpg?h=b7125427d801a6cb2f85e45cc77311f1)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/b855ac59-9f35-41c8-8a10-be6aaa714bae_rw_1200.jpg?h=f09de325095d67bcc403bd6ff4767540)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/0756182e-d069-405f-8fb6-32408e8807b5_rw_1200.jpg?h=4ca39f23c1f6ac364db22c8a1a6bbc8a)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/87f220d9-0f7b-49a0-ac83-7214b2c0fe35_rw_1200.jpg?h=b2969b08b16af08e22f66403b7891584)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/ed85b842-3744-4940-9a32-b7a4d77ac75e_rw_1200.jpg?h=7fd6ac987a19ef4a161cf629d2d0174d)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/7bf4ee93-969b-49ff-983a-9434b145fbe4_rw_1200.jpg?h=ac83a036e65c68400a0f16e4d1d517a2)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/7859e79d-842d-4dd0-90fb-0777fda7a509_rw_1200.jpg?h=24874626c3228e6591d0762ad8ad4ffa)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/deb1f5e6-c147-4e4e-9e38-cbda04cc9ed1_rw_1200.jpg?h=9b4da0c9678f40b0c073e61dc7b6d948)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/5736c2b6-9bc7-487e-9426-5b3550728940_rw_1200.jpg?h=0b37aad82fb106a4df57c444be409fca)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/dbe5d339-6f0c-42b8-a3c3-a2f961fb3439_rw_1200.jpg?h=2279f3c1a4ac0a1b053c9ff9b1ea0d34)
Storyboard
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/be5ad1f0-ff40-4829-87df-2bc356b7ed44_rw_600.gif?h=bceb885ea1e1ded685cb5b2f46996495)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/bc0a0cef-f795-4f5d-b15d-d5834af81638_rw_600.gif?h=8a3afacb603b05edf13634da9b93768f)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/16b46a96-540f-47e6-a8e6-51ff73389875_rw_600.gif?h=38ec07136c7e3ec5d31e7ab35575e920)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/6943da32-0561-46f6-81d2-93cc8cd52264_rw_600.gif?h=fef92e21bc7bc4beed2cd774df5cfdd2)
For final delivery we supplied a revised styleguide document, as well as in store shopper assets, social content and key visual design for print.
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/d3ce7958-9a86-4caa-87ad-8bb78320ce76_rw_1920.jpg?h=50febaeaf83e6d65f3a3cafa27e31281)
![](https://cdn.myportfolio.com/e2db88185c34eae95bfc6e9c7893cfcf/26260326-0210-414f-8db6-b03c78f57639_rw_1920.jpg?h=7714340c58032d0c54f86408d7035738)