A Buro Design Thinking project, partners Andy Harrold and I were given the opportunity to work on a number of projects for the UK's largest specialist whisky retailer: The Whisky Shop, including the brief to turn around their somewhat generic and corporate in-house magazine, Whiskeria.
With an editorial approach which sought to place whisky at the heart of a thoroughly modern, metrosexual and cosmopolitan lifestyle, we developed a new tone of voice for both editorial content and features, as well as a refreshed look & feel for the brand, which was subsequently applied to other touchpoints across the business.
Working alongside the talented Emlyn Firth on graphic duties, our creative direction role took us from developing thematic concepts for each issue to finding interesting and charismatic contributors and even interviewing our various cover stars and featured guests, all of which helped to shift Whiskeria from 'trade-centric' to a much more consumer-focused periodical.