360 Brand Campaign
Brand Manifesto // Tagline Development // Scriptwriting // Website Copy
![](https://freight.cargo.site/t/original/i/b33bd8f51113da505804af5c0f7fc08d81f515108753cc919a38cbda3d5b6e56/Screen-Shot-2021-03-09-at-6.36.51-PM.png)
Elijah Craig Bourbon sought to expand on their “Father of Bourbon” brand identity with a new creative campaign targeting ‘Strivers.’ Working closely with the Account and Strategy teams, I developed a brand manifesto and a new tagline that lives across all brand touchpoints and ultimately inspired their new :30 brand spot. Discover the “Greatness WithinTM”.
![](https://freight.cargo.site/t/original/i/747ba28dc8343e27b44dbc99b02b0409d2d54e64d06d06b165643b359367a294/Screen-Shot-2021-03-09-at-6.46.52-PM.png)
![](https://freight.cargo.site/t/original/i/dba4f4cb095016f9f11df6a1ac051f95a0792cebb790de511fb26ad6695773e0/Screen-Shot-2021-03-09-at-7.07.44-PM.png)
TONE OF VOICE
![](https://freight.cargo.site/t/original/i/0e1f632fdbf414eda091135ee2f8e8f8883572e63c8eeaaa76f66827776dd3a4/Screen-Shot-2021-03-09-at-6.48.26-PM.png)
![](https://freight.cargo.site/t/original/i/63d7c1bc4c9d0c91fcdbaba33fb3816e5d56ebd5e8c75ee434a294a0e3944c7c/Screen-Shot-2021-03-09-at-6.57.23-PM.png)
![](https://freight.cargo.site/t/original/i/5c4273f5f6a1182b993fd3374d73a2c7fdb19d20c870560a022eaf734f591713/Screen-Shot-2021-03-09-at-6.56.08-PM.png)
![](https://freight.cargo.site/t/original/i/b73354598c646a211c915fb43403863eb2dcdd52b237b02f98b86f2f83882a0f/On-Screen-Graphics---Video-End-Card---Small.png)
THE WEBSITE
The “Greatness Within” territory also helped inform the look and feel of the new brand website. I was responsible for crafting copy across all pages, including blog articles and brand detail sections. View the full experience here.
![](https://freight.cargo.site/t/original/i/59e8f63ff0542a302692ece8e65b0e67621abab7347232bb1aa0b5a0c4a79cf5/Screen-Shot-2021-03-09-at-7.22.55-PM.png)
![](https://freight.cargo.site/t/original/i/e821588ca2d8ea837fa5d866831cfd84c946f62bf2df3be5a093a825a42f4bc6/Screen-Shot-2020-10-15-at-7.07.46-PM.png)