As part of Evan Williams' ongoing sponsorship of Major League Baseball, we created a branded hub rich with cross-promoted content appealing to fans of bourbon and baseball alike. The site and its content were promoted on social to generate awareness of the sponsorship and drive traffic to a page where fans could enter to win a VIP trip to the 2017 World Series.
Role: Creative Direction, User Experience
We hit on the idea of a masonry framework early on as a pattern for featuring a breadth of content in an economic, visually striking way. Validation in wireframe form allowed us to test our theory and develop the beginnings of a content strategy.
A ten second pre-roll spot combined film capture, sound effects, and 3D motion graphics to create an eye catching video hyping the alignment between Evan Williams Bourbon and Major League Baseball.
The final look used the wireframes as a jumping off point, then evolved them, factoring in adjustments for content, presentation, color theory, and typography. The resulting design language feels bold, athletic, and approachable while still aligning with the Evan Williams global brand aesthetic.
Detail pages furthered the editorial aesthetic, presenting videos, user friendly forms, and long-form content in a clean, scanable way.
Knowing that user attention is measured in microseconds, our responsive mobile site was optimized to focus on the most relevant content for our customers based on where they were in their user journey. In this case, sweeps entry and fun ways to engage with the brand.
Social ads on Facebook promoted the sweeps and drove traffic to our content hub where users could enter for a chance at a VIP trip to the 2017 World Series.