The Challenge
When I arrived at Gallo Vineyards the in-house brand and marketing team needed a fresh concept and visual strategy to scale their namesake brand across POS and social media, supporting it's position as an accessible wine in an otherwise upscale market.
The Solution
With decidedly low-brow art direction and the strap-line "We're all Family, we could not only enable a campaign through family stories and it's relatable quirks, but reinforce the brand recognition, solidifying the strategic platform as a wine for no occasion.
Point-of-Sale to Organic Growth
Our team developed a ton of UGC-style social content for Facebook and Instagram around events and holidays that speak to family experiences. As a result community engagement grew exponentially—with organic shares averaging 50-75%—earning the brand the largest community growth in the E.J. Gallo's Vineyards portfolio of 50+ Wine and Spirit products for 2017 (the highest engagement to date, so I've been told!), delivering a campaign with legs, albeit hairy dad legs.
Solving for a collection product varietals.
With different wine products under one brand and a dynamic packaging color-system representing different varietals, I defined and built visual systems for point-of-sale and in-store displays to bridge to each product offering across all media. This effort became the foundation for the Gallo Family Vineyards Brand Style Guide and Social Strategy Playbook, including all new type and photography treatments, along with the way-in for conceptual storytelling, enabling in-house design teams to run with the ball.
Contribution
+ Strategic Platform
+ Design System
+ Art Direction
+ Visual Treatment & Typography
+ Content Design x Brand Story
+ Stop-Motion Animation x Editing