The Crafty Cask

Simplifying segmented audiences in a website redesign

Website design and development, illustrations, SEO, analytics

Overview

Comprehensive in scope and intrinsically challenging, designing and developing The Crafty Cask website was an exciting project. We created a new visual design system and developed separate websites that cater to the specific needs of two audiences:

‍Consumers of craft alcohol, for which The Crafty Cask is an excellent source of knowledge, entertainment, events, industry news and insights, and drink recommendations.
‍Makers of craft alcohol, for which The Crafty Cask is a hub of online marketing classes and services, free educational articles, and additional resources.

Highlights

Though rooted in tradition, the craft alcohol industry is full of fun personalities and creative innovation, so we established a new visual identity including fonts, colors, and gradients to add energy and personality
Created custom hand-rendered illustrations to add an artisanal touch to the content
Moved the marketing site its own subdomain for a more natural experience for users, targeted lead generation, improved search engine optimization, and cleaner analytics.
Increased conversions by guiding users to newsletter sign-ups, private event bookings, course enrollment, and more.
Increased organic traffic by optimizing targeted keywords, content hierarchy, and on-page SEO best practices
Implemented Google Analytics and Tag Manager to track and analyze user behavior between the two sites