Democratizing wine.
I was recruited by Vivino to update the brand and dramatically increase MAUs, with the caveat of not alienating current users. As Head of Creative, I oversaw creative direction for all platforms, services, and customer touchpoints. I led Vivino through a major brand modernization as the company more than doubled in size from 20 million users to more than 50 million.
Vivino is the world's largest wine community, marketplace, and educational resource. Intended to democratize the wine industry, their previous brand strategy was attracting older customers with in-depth wine knowledge. This resulted in many of Vivino's core benefits not being utilized and a plateau of sales.
I lead a cross-functional team to produce the company's first major brand update. Taking inspiration from wine itself and our diverse community, the result was a consistent and simplified brand experience, creating an inclusive space for people of all different levels of wine knowledge.
Outputs included a revamped design system, TOV, user personas, marketing templates (messaging, social, email, blog posts, website headers), updated consumer-facing packaging, and branded creative assets. In the process, I learned (and consumed) a great deal about wine.
My favorite project at Vivino was our "Like what you drink. Know what you like." brand spotlight video. I was tasked with visually demonstrating the unique selling points of the product in an easily digestible format to increase MAUs.
Additionally, the spot needed to be as cost-effective as possible while at the same time flexible enough to be repurposed across different platforms and viewing lengths. I was responsible for concept development, creative direction, production sourcing, and budget tracking.
The "day in a life concept" worked perfectly—highlighting all Vivino's different use cases. We leaned on the music to convey a sense of nostalgia, ultimately choosing Sarah Vaughan's jazz classic "Make Yourself Comfortable" to create an inclusive vibe for our user's various age ranges
The spot garnered attention from multiple press outlets and resulted in a surge of new users. Pro-tip for anyone looking to produce a USP brand video — you have about 10 seconds (per USP) to comfortably convey your message.
Credits
Head of Creative / Patrick Kenney
Motion Designer / Raoul Kim
Copywriter / Stephanie Lager
Photographer / Evan Tetreault
Creative Production Studio / Pomp&Clout
Director / Najeeb Tarazi
Director of Photography / Boyd Hobbs
Executive Producer / Russell Sanzgiri
Marketing Agency / SEE Design
Additional Photography / Akatre Studio
VP of Marketing / Tomas Melian
VP of Communication / Courtney Quattrini
VP of Customer Experience / LaNae Rueda
Head of Product Design / Rune Lund-Hermansen
Lead Product Designer / Emmet Fėrdle