Problem

Refresh an outdated party and drink hosting website and brand with a new content strategy and brand voice.

Process

The existing site had a lot of useful food and beverage content but it was disjointed and had no real distinct brand voice or defined personality behind it. The content was also a mash up of various stages of campaigns and authors leading to a disconnected look and feel.

To start, I conducted a full site content audit to identify a cleaner site map and the content that we could reuse into the new look and feel. The existing site also didn’t have clear navigation and an established home page nor a clear brand positioning.

To help give the brand a content foundation, I established a clear content mission statement. This would help guide all future content and feature development and give the brand a benchmark for its evolving new brand identity. From there, I provided the larger creative team a platform on which to create a new brand and design.

Anchoring around Occasions

Since most content fell under an event occasion, I used that to center the site experience for easier content navigation and exploration. Part of this exercise also included recategorization and taxonomy.

Personifying the Age Gate

I brought in more conversational copy to a traditional transactional age-gate to help establish brand voice and transition the user into the site.

Content you can use

The previous site also had various tips and checklists in PDFs which presented a great opportunity for launching a cohesive Inspiration section where hosting content could live while also giving more presence for SEO.

Ready to party?