British American Tobacco looked to connect with its Korean audience and amplify the exposure of its Dunhill brand. Leading the creative direction and art direction of the project I worked in collaboration with Geometry Global and responded with the design and branding of TasteMakers, a 'closed' social platform.

Having led the full creative process and the visual direction of the project, TasteMakers achieved its goal in delivering exclusive premium content whilst being the defining entry point in promoting a series of Dunhill live events.

The Tastemakers diamond

Not being able to advertise Dunhill directly on the platform due to regulatory restrictions, I focused on designing a Tastemaker's identity that would subtly align the Dunhill brand with its audience. Adopting and adapting key items from the Dunhill identity I created the Tastemakers 'Diamond', a hero graphic that encapsulates Dunhill's heritage, leading to the 45 degree design aesthetic and connecting the audience with a unique digital experience.
 

premium

Having adopted key Dunhill brand assets to create the Tastemakers identity, it was essential to continue this through the platform and all offline touch points. The Tastemakers 'diamond' flowed through the designs acting as a foundation and focal point to establish and ensure a premium tone of voice.

Tone of voice

From the typographic to the photographic style, the tone of voice of the Tastemakers platform was designed to be high premium quality. Pulling in some of Korea's best fashion designers, photographers, film makers and content generators, the site housed content that was consistent with the Dunhill tone of voice, enabling it to connect and resonate with the audience.

Role: Creative direction & art direction
Client: British American Tobacco and Geometry Global
Agency: Handmade Digital

Michelle O'Mahoney - Strategy & planning
Michele Rodrigues - Project manager