Shaping the future of celebration and ensuring Diageo thrives beyond the bottle. Naming and branding a partnerships lab for Diageo, arguably the world’s most famous brand builders - connecting and establishing them in the tech and wider ecosystem for the very first time.
The North Star
To position Diageo as a leader in the digital-innovation ecosystem and a symbol of innovation and celebration. To do this we helped launch Diageo's first tech-focused accelerator program from the ground up: crafting its name, narrative, and visual identity.
What Really Needed to Be Done?
Combine Diageo's rich heritage with the dynamic aspirations of the tech scale-up ecosystem. The challenge lay in capturing Diageo's overarching ambitions while effectively communicating the accelerator's value to scale-ups, igniting internal excitement and conveying a clear, authentic message externally.
The Slingshot
Merging technology with celebration, the name Fusion was born. And although the brand extension has its own standalone identity, it remained true to Diageo's Entrepreneurial heritage.
The Results
The First Cohort
A successful launch with an impressive initial cohort that brought the brand to life.
Joining the Dots
Our core idea - “Where Innovation Sets Celebration Alight" - captures Diageo’s rich history for discovering category redefining pioneers, while also hitting on Diageo's present mission to attract today’s best innovators from outside the category and propel them to the forefront of the category.
A World Beyond the Bottle
Fusion by Diageo's abstract, augmented and malleable gestures hints to the brands constant evolution as it forms future partnerships with diverse businesses looking to innovate within the digital and tech landscape.
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