Scope

2 Rounds of:

• Logo/Brand Strategy
• Hero Video/ HTML5 Feature Edit
• Hero Copy Strategy
• Internal Copy Strategy
• Information Architecture / Menu UI Design
• Internal Page Styles
• WordPress Theme Prototype

Gentle Rebrand

The team wanted to stay as close to the original logo as possible, but wanted to be updated and to feel more ‘modern’.  So, I attempted to complement the original color palette and keep some of the same ideas.  This is what the original logo looked like:

And some new options:

Hero

Information Artchitecture

TTB software helps with management of some complicated things, so the team was tempted to complicate the navigation of their site to show their expertise.  I used the following chart to try to show what each user type would be interested in seeing, and to try to prove the need to reduce complexity in the IA:

Copy Strategy

This is admittedly not my core set of skills, but I had fun developing the line “Precision and vision from grain to glass”  and some accompanying text.

Web Design Artifacts

Insights

The USA has some amazingly stringent liquor tax laws. Taxes are due as often as every two weeks and are based on the volume and alcohol content of the liquor produced – before it is ever sold.  There are steep penalties for late or inaccurate payment – TTB is actually a relatively high-stress compliance process.

This project taught me about the unique challenges of marketing elaborate products.

Clean, trustworthy layout and typography can differentiate similarly complex, technical offerings in a niche that is charged with risk and complexity.

I was proud that these designs presented a clean and organized brand story, and that the information architecture we developed did not overwhelm.

Schwag