Capturing the spirit of ‘Defining Moments’

The Chivas Brothers Graduate Ambassador Programme gives UK graduates the opportunity to represent their portfolio of brands in an international market - which includes Chivas Regal, Beefeater London Gin, Plymouth Gin and Ballantine’s Whisky – in cities across the world.

The Chivas Brothers International Graduate Programme is an attractive employment proposition. Our focus was on creating an identity that reflected the reality of the role. A key part of the brief was to ensure we attracted the right candidates and ensured applicants who were less suitable would self-select out of the application process.

The appeal of an international role in such an exciting industry is a rare opportunity for recent graduates. The challenge for Chivas Brothers was to identify those who go beyond that initial excitement, to have a real passion for their brands and have the life skills needed to handle the complexities of the role. Chivas Brothers also wanted to continue to establish their reputation of quality amongst the international market companies who will be hosting the graduates.

Our brief was to…

  • Develop a positioning idea that presented the Chivas Brothers Graduate Ambassador Programme as unique, exciting, and challenging on a personal and professional level.
  • Create a visual identity for the Programme, promoting an exciting opportunity, while encouraging the right type of candidate.

Following interviews with recent graduates in currently working in cities such as Mumbai, Warsaw and Sydney, we discovered that success is tangible and the programme presents career-defining moments – but it’s down to the graduates to make that happen.

We creagted a visual identity which highlights that this is a graduate opportunity like no other: challenging yourself with Chivas Brothers is an opportunity that stands above the rest of the graduate recruitment market.