Constellation Brands
Website redesign for a leading international producer and marketer of beer, wine, and spirits.
Research. Brand Strategy
UX/UI Design
Creative Direction
Background
Constellation Brands is the #1 total beverage alcohol company in the U.S. With a massive portfolio of beer, wine, and spirits, the 75-year-old, publicly-traded company boasted annual sales of over $8 billion in 2019. As the business continued to grow year-over-year, its company website had become stale, disjointed, and failed to showcase Constellation Brands’ innovative-drive as the industry leader.
Challenge
Building a website for a company with 9,000 employees, 100+ brands, and facilities across the world resulted in a lot of opinions about what the final result should be. To consider the site redesign project a success we needed buy-in from stakeholders across the business, all with varying pain points, key objectives, primary users, and design points-of-view. We needed to use those diverse perspectives to help tell Constellation’s brand story and ensure the website informed, educated, and engaged their audiences.
Research
After conducting a thorough competitor audit and company-wide stakeholder interviews, we parsed each department’s needs to determine the key objectives, identify use-cases, and build a site architecture to get unanimous buy-in.
Outcome
We took advantage of Constellation’s extensive catalog of imagery and content to tell their story. We selected strong yet approachable fonts and used a minimal color palette to allow the people and brands of Constellation to be the hero. In the end, we produced a responsive website that was engaging, easy to navigate, and delivered on the key objectives. The redesign was praised across the company and received accolades within the industry too.
Role
I lead the pitch process for the Constellation Brands website redesign, working closely with our Head of Accounts to secure the project. After being awarded the business, I served as product manager and creative director throughout the research, architecture, and design phases of the project.
Team
agency senior management, UX/systems designer, client stakeholders, digital designer, project manager, engineering team
Tools
Adobe Creative Suite, Google Drive