Jack Daniel's
Jack Daniel's
Client
Brown-Forman Australia
Role
Multi-Campaign Graphic Rollout
Year
2025
This project focused on ensuring brand consistency and high-impact visual delivery across a critical series of marketing initiatives for Jack Daniel's. My role involved the strategic adaptation and production of key design assets to achieve a unified look and feel for the brand's presence across diverse media channels.
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The primary challenge was to execute a seamless graphic design rollout for a series of concurrent and consecutive campaigns.
The brief required developing a flexible yet strictly controlled design system capable of adapting core brand visuals (typography, colour palettes, imagery) to various campaign messages and market needs—all while maintaining the iconic, authentic Jack Daniel's aesthetic and ensuring global legal compliance on all assets.
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I established a master template system and comprehensive asset library to manage the complexity of multiple campaign launches. The execution involved meticulous adaptation and production of design elements across digital, print, and in-store environments. Key activities included:
Template Design: Creating scalable templates for out-of-home (OOH) advertising, social media content, and retail point-of-sale (POS) displays.
Quality Control: Rigorous review and production to ensure colour fidelity and resolution across all media, upholding the brand's premium image.
Asset Localisation: Strategic adjustments to graphics and layouts to meet the specific requirements of regional markets while preserving the core campaign concept.
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Translating Jack Daniel's iconic visual identity and the festival's country music theme into large-format, experiential graphics. My design work centered on creating a cohesive and engaging branded environment for the Jack Daniel's Saloon Bar (in partnership with Frogs Hollow Saloon).
Key Assets Designed: Bar menus and signage, and supporting merchandise and collateral.
This project demonstrates my ability to execute high-impact, large-scale event design that drives both brand presence and consumer engagement in a fast-paced, live environment.
For the launch of the Jack Daniel's 10 Year Old Release, I was responsible for designing the website layout, driving the user journey for this exclusive product.
I translated the product's premium, aged aesthetic into a compelling black, gold, and white digital layout, designing the flow for the About, Process, Tasting Notes, and Where to Buy sections
Overall, the project successfully delivered a cohesive visual identity that spanned several major campaigns. The output included hundreds of final assets, ranging from large-format billboards and magazine spreads to targeted digital banners and POS materials, all launched on time. This body of work solidified the visual foundation for the brand's marketing efforts in the target periods. See below some examples of the work produced whilst working on Jack Daniel’s.
