BRAND
Project
Summary
Made With
Leading design for The tradition Brewing website
As a freelance project, I worked to redesign Tradition Brewing Company's brand identity and website. I also helped realign their digital marketing strategy and setup SEO.
Alaina Meadows
Background
Project Background
Tradition Brewing Company approached me to help them rebuild their brand identity and website in 2019. I worked with their in-house marketing team to realign their brand and completely redesigned their site to be clean, concise and easy to navigate.
UX Research
FINDING OUR AUDIENCE
I wanted to gain a better understanding of the brewery industry and core demographics. I started by diving into research to identify statistics for brewery-goers. I sat down with the marketing team and went through their square data and we identified a trend with their customers. From here we developed our persona's and I created a moodboard and wireframe to bounce off a user group.
Transforming ideas into designs
Now that I had actionable personas to work with we bounced around wireframes between actual customers and stakeholders. After a couple iterations, I moved on to mockups, quickly building out the design. During this, I worked to redefine their brand identity, building upon their logo, palette and finding a theme that would bring it all together. I updated their website typography from using five fonts to using two fonts. I created sample graphics to go with their new identity and worked with Alaina to get their social media profiles and content all consistent.
GAME DESIGN
Making it all functional
After a couple rounds of design reviews, stakeholders approved the site. Up until this time, TBC's site was a hacked together Wordpress theme with the back end connected to a couple plugins but the site was held together with tape. I set them up with a development environment, wiped their current data and started from scratch with a new theme. I created all the pages, integrated social, event, seo, email, and form plugins and walked them through using them all. I cleaned up their CMS dashboard and held training sessions to teach them how to create content and edit the site.
Building on our success
After the site launched, I helped their team monitor Google Analytics and Search Console to make iterative modifications based on the data. The site was launched in March of 2019, and has seen over 400% increase in traffic from the previous site. Comparing 2018 data (3k visitors) and 2019 data (14k visitors) I was able to greatly increase their reach.