I’ve worked with Wines & Vines for many years now, on subscription campaigns, their online and print directories, and trade show materials (booth, collateral and video signage), so the web facet was a natural candidate for redesign.
The original Wines & Vines website was quite rusty… very difficult for the client to manage with largely static pages, a bit of a convoluted structurally and generally poorly leveraged to take advantage of ad and revenue opportunities.
Working closely with management and technical staff, we identified the structural and content management needs and tools that would be used in the implementation, as well as what that content would be with a special focus on placed ads.
I worked up a number of directions with a wide variety of ad buy layouts and visual approaches… some illustrative, some textural, and some much more restrained. The net (if you will pardon the pun) was a new look and a structure that has served them well for the past 5 years!