VCU BRANDCENTER
Endangered Wines Project
An effort to use a brand campaign, activation or creation to bring social good or help a large societal issue.
Role
Experience Designer
Skills
Product Design
Motion Design
Branding
Strategy
Duration
Oct - Dec '21
Overview
While at VCU Brandcenter, we were challenged to bring climate change to the forefront of people's thoughts through creation of a brand that draws attention to the detrimental effect of forest fires on wine.
CHALLENGE
How might we design a website to bring attention to a large societal issue like climate change?
OPPORTUNITY
Create a digital experience to tie into a larger campaign, spotlighting the potential impact of destructive weather events on highly relevant and popular wines, convincing people to take action in the fight against climate change.
Solution
The Endangered Wines Project is a movement dedicated to protecting and preserving the world’s wines from climate change. By protecting the wines of the world, we are able to protect species of grapes, jobs, and cultures of the regions in which they are grown. Together we can keep our favorite wines off this list.
COMMS PLAN
Phase One
Website Launch
Endangered Wines List Release
Phase Two
OOH Campaign
Social
Web & Print
Phase Three
Educational Materials
Drive Pledge Signatures
PHASE ONE
The goal of the site was to inspire and motivate visitors to take proactive steps rather than evoke fear and panic. Our objective was to frame the issue as immediate and personally connected to individuals, unlike the common perception of climate change: distant, irrelevant, and not a major priority. We integrated storytelling, impactful imagery, and compelling anecdotes from winemaker families to increase engagement and meaningful action.
Landing Page
About Us
Featured Wines
Full Wines List
Wine Stories
Resources
Pledge
Contact Us
PHASE TWO
Our OOH, social, web, and print will target a broad audience of consumers, spotlighting recent wildfires and other major weather events that have destroyed vineyards. All ads include a call to action leading users to the website. At different brick and mortar locations, endangered wines will be tagged with our red label.
Out of Home Ads
Social Ads
In-Store
PHASE THREE
At certain vineyards and restaurants, we can host tastings to educate consumers about endangered wines, smoke taint and spoiled harvests. Those interested can also sign the endangered wines pledge to be more climate conscious and spread awareness.
Results & Takeaways
Filling the role as experience designer among our five-person, “small agency” team challenged me to think about every user touchpoint throughout our campaign and make sure our design directions and brand identity were consistent among all mediums.
As each person on the team had a strong tie to wine - whether a family vineyard owner, California wine country native, or huge fan of the drink - being genuinely passionate about the subject matter really helped this work shine.
2024 by Brooke Beam
bsbeam25@gmail.com
VCU BRANDCENTER
Endangered Wines Project
An effort to use a brand campaign, activation or creation to bring social good or help a large societal issue.
Role
Experience Designer
Skills
Product Design
Motion Design
Branding
Strategy
Duration
Oct - Dec '21
Overview
While at VCU Brandcenter, we were challenged to bring climate change to the forefront of people's thoughts through creation of a brand that draws attention to the detrimental effect of forest fires on wine.
CHALLENGE
How might we design a website to bring attention to a large societal issue like climate change?
OPPORTUNITY
Create a digital experience to tie into a larger campaign, spotlighting the potential impact of destructive weather events on highly relevant and popular wines, convincing people to take action in the fight against climate change.
VCU BRANDCENTER
Endangered Wines Project
An effort to use a brand campaign, activation or creation to bring social good or help a large societal issue.
Role
Experience Designer
Skills
Product Design
Motion Design
Branding
Strategy
Duration
Oct - Dec '21
Overview
While at VCU Brandcenter, we were challenged to bring climate change to the forefront of people's thoughts through creation of a brand that draws attention to the detrimental effect of forest fires on wine.
CHALLENGE
How might we design a website to bring attention to a large societal issue like climate change?
OPPORTUNITY
Create a digital experience to tie into a larger campaign, spotlighting the potential impact of destructive weather events on highly relevant and popular wines, convincing people to take action in the fight against climate change.
Solution
The Endangered Wines Project is a movement dedicated to protecting and preserving the world’s wines from climate change. By protecting the wines of the world, we are able to protect species of grapes, jobs, and cultures of the regions in which they are grown. Together we can keep our favorite wines off this list.
COMMS PLAN
Phase One
Website Launch
Endangered Wines List Release
Phase Two
OOH Campaign
Social
Web & Print
Phase Three
Educational Materials
Drive Pledge Signatures
PHASE ONE
The goal of the site was to inspire and motivate visitors to take proactive steps rather than evoke fear and panic. Our objective was to frame the issue as immediate and personally connected to individuals, unlike the common perception of climate change: distant, irrelevant, and not a major priority.
We integrated storytelling, impactful imagery, and compelling anecdotes from winemaker families to increase engagement and meaningful action.
Landing Page
About Us
Featured Wines
Full Wines List
Wine Stories
Resources
Contact Us
Pledge
PHASE TWO
Our OOH, social, web, and print will target a broad audience of consumers, spotlighting recent wildfires and other major weather events that have destroyed vineyards. All ads include a call to action leading users to the website. At different brick and mortar locations, endangered wines will be tagged with our red label.
Out of Home Ads
Social Ads
PHASE THREE
At certain vineyards and restaurants, we can host tastings to educate consumers about endangered wines, smoke taint and spoiled harvests. Those interested can also sign the endangered wines pledge to be more climate conscious and spread awareness.
In-Store
Results & Takeaways
Filling the role as experience designer among our five-person, “small agency” team challenged me to think about every user touchpoint throughout our campaign and make sure our design directions and brand identity were consistent among all mediums.
As each person on the team had a strong tie to wine - whether a family vineyard owner, California wine country native, or huge fan of the drink - being genuinely passionate about the subject matter really helped this work shine.
2024 by Brooke Beam
bsbeam25@gmail.com
Solution
The Endangered Wines Project is a movement dedicated to protecting and preserving the world’s wines from climate change. By protecting the wines of the world, we are able to protect species of grapes, jobs, and cultures of the regions in which they are grown. Together we can keep our favorite wines off this list.
COMMS PLAN
Phase One
Website Launch
Endangered Wines List Release
Phase Two
OOH Campaign
Social
Web & Print
Phase Three
Educational Materials
Drive Pledge Signatures
PHASE ONE
The goal of the site was to inspire and motivate visitors to take proactive steps rather than evoke fear and panic. Our objective was to frame the issue as immediate and personally connected to individuals, unlike the common perception of climate change: distant, irrelevant, and not a major priority. We integrated storytelling, impactful imagery, and compelling anecdotes from winemaker families to increase engagement and meaningful action.
Landing Page
About Us
Featured Wines
Full Wines List
Wine Stories
Resources
Pledge
Contact Us
PHASE TWO
Our OOH, social, web, and print will target a broad audience of consumers, spotlighting recent wildfires and other major weather events that have destroyed vineyards. All ads include a call to action leading users to the website. At different brick and mortar locations, endangered wines will be tagged with our red label.
Out of Home Ads
Social Ads
In-Store
PHASE THREE
At certain vineyards and restaurants, we can host tastings to educate consumers about endangered wines, smoke taint and spoiled harvests. Those interested can also sign the endangered wines pledge to be more climate conscious and spread awareness.
Results & Takeaways
Filling the role as experience designer among our five-person, “small agency” team challenged me to think about every user touchpoint throughout our campaign and make sure our design directions and brand identity were consistent among all mediums.
As each person on the team had a strong tie to wine - whether a family vineyard owner, California wine country native, or huge fan of the drink - being genuinely passionate about the subject matter really helped this work shine.
2024 by Brooke Beam
bsbeam25@gmail.com