Job to be done

Refresh an outdated party and drink hosting website and brand with a new content strategy and brand voice.

Approach

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 campaigns and authors leading to a disconnected look and feel. The refreshed version needed a defined content strategy and information architecture.

Content Audit

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.

Content Direction

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 user experience around occasions

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

Personifying the Age Gate

No one likes age gates but they are legally necessary. To connect the two experiences, I brought in more conversational copy to a traditional transactional age-gate to help establish brand voice and transition the user into the site.

Bringing in SEO for organic discoverability

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 and organic traffic.

Ready to party?