Burberry

Initially brought in as a consultant to create comprehensive guidelines for Burberry's branding, Alistair became a full-time member of the team under Christopher Bailey. After an initial brand audit, he oversaw re-drawings of all key intellectual property, commissioned a revised typeface and uncovered the underlying rationale for the Burberry Check pattern. Subsequently he oversaw the application of the branding on every significant touchpoint from product to packaging, store design to online, fashion shows to then-emerging social media.