Captain Morgan

Pitch work | Role: Lead Visual Designer | Pitch Length: 3 weeks

The Challenge:

Captain Morgan needed to bring the bold, unapologetic spirit of “Ugly Delicious” into the digital space—capturing the attention of a new generation of rum lovers—without losing the brand’s iconic personality. The challenge was translating a heritage brand into experiences that feel fresh, playful, and digitally native.

The solution:

We completely reimagined Captain Morgan’s digital presence by updating the design system with vibrant colors, playful typography, and dynamic card-based layouts that make content feel interactive and immersive. AI-driven assistance ensures each experience feels tailored, giving fans moments of discovery and surprise at every touchpoint. By combining these design updates with audience insights, we identified distinct ways to bring the Captain’s mischievous, adventurous personality to life online, whether through storytelling, social engagement, or interactive product experiences creating a digital world that’s as bold, unapologetic, and “Ugly Delicious” as the brand itself.