Proper No. Twelve

Proper No. Twelve was looking to evolve its identity beyond its association with Conor McGregor and establish a long-term brand platform that could stand on its own. The challenge was to retain the bold, fighting spirit that made the brand famous, while building a richer, more ownable visual world that felt premium, iconic, and built for longevity.

As Head of Design, I led the creative development of the new brand direction, placing the tiger icon at the heart of the identity. We elevated the mark into a central brand asset, designing campaign visuals, key visuals, and motion treatments that gave the tiger strength, symbolism, and presence across all touchpoints. The result was a confident step forward for the brand, creating a platform that allowed Proper No. Twelve to grow beyond celebrity and into something more enduring.

2025

Head of Design