Project Overview
While at Leagas Delaney, I had the opportunity to contribute to several significant brand projects—but none as creatively defining as our work with Glenfiddich. This was a rare brief: ambitious, layered, and years in the making. It began before I joined the agency and evolved over a two-year period, shaped by multiple creative teams, intensive collaboration, and an incredibly detail-focused client.
My Role
Joining the project mid-way, I stepped in as Designer, helping guide the final visual articulation of the campaign. Later, we brought in Warren Eakins, whose creative vision helped elevate the execution into something truly special. Together, we refined and completed what I believe stands as a beautiful and enduring piece of design.
My responsibilities included:
Developing and refining core visual concepts
Contributing to art direction and design detailing
Ensuring visual consistency across campaign elements
Collaborating with senior creatives and stakeholders to align on the final vision
The Challenge
Glenfiddich is a brand with legacy, prestige, and a global following. The challenge was to:
Create a campaign that respected the heritage and craft of the brand
Reflect evolution without dilution—modernising Glenfiddich’s voice without losing its identity
Meet the expectations of a highly involved client with a deep connection to the brand
This was a project where every detail mattered—tone, texture, composition, symbolism—nothing could be rushed or overlooked.
Creative Approach
The creative concept leaned heavily into Glenfiddich’s core brand values: independence, craftsmanship, and forward momentum (symbolised by the iconic stag). We approached the design with the same level of artistry Glenfiddich applies to its whisky:
Rich, layered visuals that communicated depth and refinement
Elegant typographic treatments and subtle textures
A tone of quiet confidence—never shouting, always compelling
The work was iterative, collaborative, and slow by necessity—but all in service of getting it right.
Results
The final creative delivered a cohesive, sophisticated visual identity that aligned beautifully with Glenfiddich’s global positioning. It became a proud moment not only for the agency but for me personally—a project that tested my patience, skill, and creative resilience.
Reflection
This project stands out as a milestone in my career—not just for the outcome, but for the journey. It taught me the value of long-term creative development, the importance of listening to and aligning with client vision, and how collaboration across disciplines can result in truly exceptional work.
