Revamp the Seagram’s Gin website to reposition the brand, increase its appeal to a younger, more multi-cultural audience and drive eComm and brick-and-mortar sales.

We re-positioned the brand as the go-to gin of today’s young, ambitious and creative crusader class by aligning the product with eight everyday occasions—from Hosting and Impressing to The Hustle—clearly and powerfully communicating who, when and why our audience should reach for Seagram’s. From this base, we developed a site that invested heavily in brand perception adjustment up front, with smart eComm and campaign support integrations around that guided narrative core.

We updated the look and feel to highlight the brand’s most recognizable features (that ’S’!) and support a new art direction for lifestyle, product and cocktail imagery. Instantly recognizable and authentic this new aesthetic extended beyond the walls of the site to the brand’s social media channels, POS and event asset creation as well.

Role: Strategy, Creative Direction

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