Diageo : Spirit of Progress
Qualitative Research
Graphic Design
Marketing Strategy
Project Overview
After having reached 2021 sustainability goals, Diageo asked Red & Co. to help them reflect and reset goals for the next decade. In their haste to announce 2021 goals, there was no unifying strategic point of view or creative expression of their goals, meaning the company struggled to get behind one core message. We created a creative platform which would allow all 2030 goals to deliver consistent messages through a unified point of view and visual look and feel. Strategically we ensured that the platform tied closely to the Diageo legacy and brand purpose, while giving them a proprietary perspective. The platform Spirit of Progress was launched across all corporate touchpoints, including company-wide, investor and consumer communications and Diageo’s owned channels in sixteen different languages. We created the design identity to allow for consistent and yet flexible communications which could flex across development pillars, multiple markets and all power brands.Client
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