Website Redesign · UX/UI · Art Direction · Ecommerce
Imagery Website Redesign
The Challenge
The previous website needed to better communicate what makes Imagery distinct:
The connection between fine art and winemaking
The winery's collection of uncommon varietals
A premium yet approachable visitor experience
Stronger visual storytelling throughout the customer journey
Improved consistency between digital and physical brand touchpoints
The goal was to create a website that felt as inspiring and exploratory as a visit to the winery itself.
My Role
Graphic Design Specialist
Responsibilities included:
Website UX and visual design direction
Homepage and key landing page mockups
Content hierarchy and page structure recommendations
Art direction for photography and imagery
Design system and styling recommendations
Collaboration with marketing stakeholders and web development partners
Ensuring alignment with broader brand initiatives and future marketing campaigns
Outcomes
The redesign delivered:
A more cohesive representation of the Imagery brand
Stronger integration of art and wine storytelling
Improved visual hierarchy and user experience
A scalable design system for ongoing marketing initiatives
Better alignment between the website, tasting room experience, and brand collateral
Most importantly, the new website helped transform Imagery's digital presence into an extension of the winery experience itself, inviting guests to explore, discover, and connect with the brand through both wine and art.