Copywriting

Client: Heaven Hill Distillery
Brand: Evan Williams Bourbon
Role: Creative Direction, Concept Development, Copywriting

THE STORY

In preparation for a major brand presentation, I developed two additional campaign platforms to expand the creative range beyond the primary direction being presented.

The goal wasn’t redundancy — it was optionality.
Provide the client with distinct strategic territories, each fully formed and defensible.

Both platforms were written and art directed from the ground up — headlines, taglines, visual systems, and positioning frameworks.

THE MOVE

Each campaign explored a different expression of bourbon confidence.

One leaned into bold, declarative simplicity.
The other elevated craftsmanship and character through sharper narrative tone.

Both were designed as scalable systems across print, outdoor, and broadcast — not speculative concepts, but ready-to-launch platforms.

This project also marked a shift in my own creative evolution. I authored every headline and tagline, formally expanding my role from designer to writer and establishing a more integrated creative voice.

THE RESULT

In focus groups and online testing, both campaigns scored exceptionally well.

One platform outperformed the direction that ultimately launched as “Seriously Good Bourbon.”

Though neither campaign moved forward, the work demonstrated measurable strategic strength and broadened the client’s understanding of the brand’s tonal possibilities.

Sometimes the ideas that don’t launch still prove the range.

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