A modest proposal for an immodest whisky: a global pitch winning brand identity.

Make The Call.

In the summer of 2018, Hudson Rouge was tasked with supporting JWT on a pitch for The Macallan whisky. The team developed the line “Make The Call” which references a ‘call’ drink – one that you ask for by name.

I saw an opportunity to help the pitch by animating the typography, taking advantage of the shared letters between “The Macallan” and “Make the Call” to create a simple, elegant transition. The animated ident helped JWT win the pitch and a few months later I saw the identity I had designed, exactly as I designed it, on a finished spot.