Crown Royal concept: Asked to re-imagine how the brand could expand their merchandise selection, my concept was to make the experience much more engaging and connected to their target consumers.

My main focus was approaching the task as I had done with my previous editorial experience and to make the site a destination that would not only increase merchandise sales, but become an online magazine for Crown Royal consumers to engage with the brand in ways that would enhance and solidify their consumer relationships. My ideas were to have rotating topics of discussion their consumers were passionate about (fashion, music, custom fabrication, cocktail culture, art, design and community). I built in call to action points for makers and designers to engage with the brand and to potentially turn from consumer to collaborator. My concept also included creating a nation-wide initiative with local bartenders to work with the brand to create custom cocktails that highlighted local flavor and influence to further show how committed the brand was to it’s dedicated regional communities. Each of these topic points offered content creation opportunities, providing yet another layer of consumer engagement. Services provided: Brand Strategy, Brand Storytelling, Creative Direction, Web Design, Wire Framing, Client Facing, Pitch Presentation, Figma.