THE GLENLIVET

Leading a team of journalists with bylines in GQ, The Evening Standard, The Independent, and Dazed, I collaborated with The Glenlivet to introduce an innovative editorial strategy into the whisky world.

Our editorial direction, aimed at "smart thinkers and discoverers," brought a voice to stories, creators, and trendsetters who are redefining tradition. I oversaw the editorial design, naming of the magazine, development of the editorial calendar, and interview selection. Additionally, I created the editorial manifesto and explored how brand guidelines could be adapted for a new print and digital editorial project.

I provided creative direction for all digital assets, including the editorial newsletter and hub, delivering the blueprint and creative for a quarterly print magazine, online microsite, and monthly mailer.