Jack Daniel’s.

"Make it Count" was not just the new slogan for our Jack Daniel's campaign, but the brand ethos. Based on a saying that Jack Daniel himself was known for: "Every day we make it, we'll make it the best we can" — the slogan celebrated people who drink Jack Daniel's and the impact of choosing boldly. The "Make it Count" campaign was Jack Daniel's first global campaign, launching in October 2020. It ran in over 100 countries and included TV, social media, digital, out of home, and print ads. Created while at BBDO, as Senior Designer on the team my role was to evolve and develop today’s design direction for the brand. With a strong existing brand identity, we focused on amplifying the iconic elements, while evolving the rest. We introduced a new typeface and stretched how the existing design elements could be used in a new way. Striping back what’s familiar while remaining instantly recognizable as the Jack Daniel’s brand we all know.