After retiring "Arthur's Day," Guinness needed to reposition as an authentic champion of music. My role was to develop the visual identity and online brand guidelines for Guinness Amplify, a new programme designed to support emerging artists.
The visual language was crafted to feel like a platform, not an advertisement, and it had to be flexible enough to work across various components of the programme. The project successfully helped Guinness forge a new connection with a younger generation by building a genuine, scalable platform for talent, which was rolled out across multiple global markets.
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