I was part of the design team which implemented the Smirnoff Essentials campaign across activation, creating new touchpoints which would go into the global guidelines.
An external agency had created the campaign key visuals — off the back of this we were tasked with building activation around the campaign, designing how the campaign would manifest on-trade (bars, uniforms, promotional pieces), off-trade (point of sale) and in 3rd spaces.
Each item I created had to bring to life Smirnoff's new brand positioning. Touchpoints ranged from designing bartender's uniforms, coasters, bottle glorifiers, signs, retail point of sale, through to external spaces.
Once we had finished the activation, I was solely responsible for putting together the toolkit [guidelines] which were designed as a guide to showcase 'best in class' visibility, while growing the brand and communicating their story of becoming the most infamous spirit. 

The final toolkit went out to local markets around the world, who would use this as their 'bible' to implement the Smirnoff Essentials campaign and activation in their area.
Campaign commercial (produced by an external agency)
On-Trade Essentials (a small selection of touchpoints)
3rd Space Essentials (bar environments and accessories)
 Global Toolkit (a selection of pages from the campaign guidelines for end markets)
Client: Diageo     
Agency: HeyHuman 
Year: 2019
Software: Photoshop / InDesign