The Challenge
While at AMV BBDO, I completed three projects for Guinness:
Guinness.com Strategy and Re-design
Guinness Storehouse Ticket Purchase Design
Guinness Amplify Music Festival and Artist Booking
This is a snapshot of the Guinness.com Strategic planning and Re-design Project.
Guinness was facing declining market share in the fast evolving beer industry and needed to modernise its brand message and digital presence to reach new audiences while preserving its heritage.
01 Current State Analysis
The current and future digital states were envisioned through concept diagrams
02 Competitor Analysis
The potential for Guinness was explored through brand comparison exercises, culminating in a case study of Red Bull
03 Strategic Planning
A new digital ecosystem and high level road map was visualised
04 Goals and Requirements
Granular requirements were created from business goals and user journeys
05 Concept Exploration
Quick throwaway wireframes articulated the creative vision for the brand
06 Detailed Design Vision
Detailed interactive prototypes and glossy design concepts were created to sell in a creative vision.
Within an agile environment, the vision became a fresh global brand personality & purpose.