The Overview

Diageo’s Johnnie Walker team partnered with Avid Marketing Group to launch a nationwide, golf-themed "Text to Save" retail activation. Operating as the lead designer, I architected a comprehensive point-of-sale (POS) campaign that seamlessly featured both Johnnie Walker Black and Red labels, structured high-visibility conversion zones for a digital QR code mobile funnel, and scaled the visual system across a multi-format retail suite.

The Strategy & Impact

Advanced Digital Asset Manipulation: Overcame asset limitations by executing complex Photoshop compositing and meticulous color correction. I seamlessly integrated and modified a high-end black cloth golf bag into a custom environmental background to perfectly match Johnnie Walker's premium brand aesthetic.

Omni-Channel UX Structuring: Strategically engineered the visual hierarchy of the signage to capture attention from a distance, instantly communicate the promotional value proposition, and leave dedicated high-contrast layout space for an frictionless mobile QR code scan.

Multi-Format Scalable Architecture: Developed a versatile art direction framework in Figma, adapting the core creative seamlessly across three distinct retail formats: high-impact Case Tuckers, mid-size Case Cards, and precise Shelf Talkers, ensuring perfect visual continuity at every point on the sales floor.