I played a leading role in shaping BrewDog’s creative direction: from rebranding its core range with design partners Made Thought (2020) to evolving the brand in-house under the new ‘Fresh’ proposition (2025).

I helped shape the overarching brand direction, developing a visual and verbal language that reframed BrewDog as fresh beer first. This included art direction and design across brand assets, packaging touchpoints, and campaign expressions; all of which were built to scale across all channels.