CPG

Global Toolkit

Print & Digital

Tag Worldwide · DIAGEO

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What I Led

INDUSTRY

Creative Stack

Production & Creative Design

CPG / Spirits

Adobe Creative Cloud, Figma, Sketchup

One client, 10 brands.

(01) EXPERIENCE

Corporate presentations, marketing toolkits, OOH advertising, and web assets for a global spirits portfolio — templated systems built to flex across markets and languages without losing brand consistency.

(02) context + idea

THE CONTEXT

Diageo shows up twice in my career, five years apart. First as a Graphic Designer at Tag Worldwide (2011–2013), producing POS and retail materials for World Class and Crown Royal. Later as a freelance designer working through BBH NYC (2016–2022), producing retail activation and print work for Johnnie Walker, Ketel One, and Baileys.

THE IDEA

Spirits brands live or die at the point of purchase — the shelf, the airport display case, the bartender's hand. Whether the deliverable was a bilingual print ad, a 3D retail activation rendering, or a bottle photography retouch, the job was always the same: make the brand's premium positioning survive the jump from concept file to a crowded real-world shelf.

(03) the work

CRAFT

WHAT SHIPPED

Retail activation renderings, bilingual (English/Spanish) print POS, and product photography retouching across five spirits brands — each with its own brand voice, from Crown Royal's regal purple-and-gold to Johnnie Walker's premium dark editorial tone.

SYSTEM

HOW IT GOT DONE

At Tag Worldwide, work moved through a formal agency production pipeline with bilingual legal review built in — every POS piece shipped in matched English/Spanish pairs with identical layouts and swapped copy. As a freelancer through BBH NYC, I worked directly against agency creative direction with faster, leaner turnarounds and no in-house safety net.