Diageo

A bold digital experience to show the consumer trends of the future

Crafting a new, innovative brand expression and a dynamic microsite for Diageo’s first-ever consumer trends report.

Premium drinks company Diageo owns some of the most recognisable brands in the world, including Guinness, Baileys and Johnnie Walker.

Our role

Brand strategy
Creative strategy
Art direction
Visual identity
UX
UI
Tech strategy

Technologies

Umbraco

The challenge

Capturing the futuristic core of the foresight report

Diageo were looking for support to develop their first-ever foresight report Distilled – a digital report that decodes the world's biggest conversations to reveal the five most pressing consumer trends globally. They wanted to create a digital-first report and a microsite, using a new brand expression.

We set out to:

Create a forward-thinking and dynamic visual brand expression.
Design the report and website. With data as the report’s backbone, dynamic data visualisation needed to be front and centre.
Build a fit-for-purpose website.

The new brand expression needed to align with Diageo’s corporate brand identity, whilst capturing the bold and futuristic core of the foresight report. Similarly, the website should be dynamic and engaging, making the look of it as exciting as its content.

We were also tasked with creating a series of social media assets to support the launch of the report both internally and externally, driving users to the microsite.

The solution

Innovating to create a bold digital experience with data at its core

Working closely with our Diageo stakeholders, we:

1. Created a visual brand expression

From four possible creative routes, we created an experimental, tech-driven identity where chaos and blurred lines represent the future of the consumer landscape. Bold typography and animated graphic elements bring the report to life. Supporting assets include logo, colour palette, and additional graphics, always ensuring accessibility.

2. Designed the report and website wireframes

Ensuring synergy between the digital report and site, we designed page layouts and created assets such as graphs, charts, infographics and icons to present data in a clear and engaging way. Choosing the right imagery was also key. We also developed a user-friendly website sitemap, making it easy for visitors to explore the five trends and download the full report.

3. Developed the website

We developed of a range of components and pages, including dynamic features such as animations and a parallax scroll – a technique in which the website background moves slower than the foreground components when scrolling, creating a 3D illusion.

4. Created a series of social media assets

We created various social media assets for Diageo’s channels, including for LinkedIn, Instagram, and X, introducing the report and spotlighting various trends and insights. All posts reflected the visual brand expression of the report.

+178% uplift in social media engagement

+3,568 followers on LinkedIn

The impact

Bringing users into the future

The digital foresight report and new website successfully launched on time, barely three months after the project kick-off.

Distilled features bold colours and typography as part of an innovative and highly dynamic digital experience. It truly reflects the report’s futuristic focus whilst guiding visitors through its intricate content, making data as exciting as the story it tells.

We’re so happy to have worked with Diageo on this project and couldn’t be prouder of the result.

Check out Distilled: a Diageo Foresight Report