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A modern brand message and digital presence reached new audiences while preserving the Guinness heritage.

01 Current State Analysis

The current and future digital states were envisioned through concept diagrams 

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02 Competitor Analysis

The potential for Guinness was explored through brand comparison exercises, culminating in a case study of Red Bull

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03 Strategic Planning

A new digital ecosystem and high level road map was visualised

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04 Goals and Requirements

Granular requirements were created from business goals and user journeys

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05 Concept Exploration

Quick throwaway wireframes articulated the creative vision for the brand

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06 Detailed Design Vision

Detailed interactive prototypes and glossy design concepts were created to sell in a creative vision.

Within an agile environment, the vision became a fresh global brand personality & purpose.

© 2025 by Glennis McGregor

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