The Dieline Conference

Thursday, May 15

11:30 am – 12:30 pm

Proof Positive: The Advantage of Being an In-House Design Team

Ballroom A   Level 3

Good design is good business. In this session, you’ll learn how and why in-house agencies are better equipped to create great brands—and how immersing your team in the company culture and becoming experts in your category give your in-house group an advantage over agencies.

Often, design provides the only touch point a consumer has with a brand. They may not see an ad or hear a radio commercial, but they will see a product’s packaging on the shelf. Proof—Beam’s in-house creative agency—has undying, unending passion for good design, and they bring that passion to every bottle, label, closure, box and shipper they create for Beam.

Proof is the second largest agency on Beam’s roster with a core team of 28, building exemplary creative solutions that deliver their company vision of Creating Famous Brands. With that singular focus guiding them, they explore the possibilities by developing uncommon creativity that connects their brands and consumers. They are spirits-industry specialists with extensive experience and passion for Beam’s brands. Proof also brings wide-ranging external agency experience to the forefront, providing a broad-based spectrum of disciplines, brands and category experience.

Within their full-service structure, Proof houses an award-winning packaging design team. This specialized arm of Proof focuses on the discipline of structural and package design with dedicated strategic, creative and technical resources against those efforts. They always strive to bring the best, most innovative design forward but at the same time embracing real commercial implications that drive their design thinking. It’s always about finding the balance between developing best-in-class packaging design while also making sure the financials work. They achieve this with a great deal of partnership, teamwork, and innovative thinking from the whole Beam organization.

3 Main Take-Aways:

  1. Focusing the talent to become experts in the category
  2. How Proof uses the pride and passion of being part of brand
  3. How to make sure your team is part of the culture
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