Project: "Chateau Ste. Michelle Website"
Company:FINE Design Group
Designer(s): Kenn Fine, Katerina Yermolitskaya, Lori Dunkin, James Kurczodyna, United States
Category: Multimedia, Professional
User's Profile : -

Entry Description: The ongoing digital brand re-invention of highly regarded Ste. Michelle Wine Estates sets a new industry standard with the online presence for Washington State’s founding winery, Chateau Ste. Michelle. The digital evolution reflects a change in approach to align the brand’s core current customers with emerging new ones. Dramatic imagery of the renowned winery combines with new features and content that transition more formal positioning toward approachability. The new presence appeals to a younger, budget-minded customer who still wants to enjoy a great glass of wine. Careful navigation and cross-pollinating help maintain an intuitive user experience where no more than two clicks are ever needed. Hover over the website’s navigation, and a drawer opens to reveal sub-options, direct links to upcoming events, and featured recipes. It’s one small demonstration of how simple site behaviors help connect complementary elements of the holistic Ste Michelle brand story – the estate, wines, recipes, events – so visitors get the full picture no matter which path they take. Events are a strength of the Chateau Ste. Michelle brand, and a point of focus and elevation online. A section dedicated to their Summer Concert series, accessible via the main nav, allows visitors to check up-to-date concert information and purchase tickets. A filterable event calendar, also home page accessible, includes all information visitors need to attend wine dinners, tastings, concerts, and release parties. Across desktop, mobile, and commerce, Chateau Ste. Michelle can now invite digital visitors to shop, cook, visit, listen (check out the My Chateau Pandora channel), learn, and engage with the brand as never before. And, as with all SMWE brands, it sits atop a robust content management system that seamlessly manages multiple winery websites under one brand roof. http://www.ste-michelle.com

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