Client
Guinness
Roles
Leadership
Creative Direction
Experience Direction
Industry
Food & Beverage
Region
Global
Date
2023
Client
Guinness
Roles
Leadership
Creative Direction
Experience Direction
Industry
Food & Beverage
Region
Global
Date
2023
Client
Guinness
Roles
Leadership
Creative Direction
Experience Direction
Industry
Food & Beverage
Region
Global
Date
2023
Over 260 years in the making.
The Brief
The global Guinness Website brief was to identify the role of their site and map it’s road to market. This included stakeholder mapping, data and traffic research, competitor analysis, information architecture, User Experience, Interface and Interaction Design. Once integrated into the CMS, specific areas of the Guinness website were customisable to local markets.
Information Architecture
The simplified, flexible IA supports a connected ecosystem, resulting in better cross-linking for brand homes, experiences and purchase funnels
Dynamic and flexible.
Each design decision was made with the intention of creating an on-brand system that allowed layout variety that could be tailored to individual page requirements. Variations of components enabled variety when used in conjunction.
36
18
Elements
Components
Dynamic and flexible.
Each design decision was made with the intention of creating an on-brand system that allowed layout variety that could be tailored to individual page requirements. Variations of components enabled variety when used in conjunction.
36
18
Components
Elements
Across all devices.
A mobile-first modular approach to interface design was used to create a set of reusable global templates that markets can adapt based on local content requirements. Each module was created at variable breakpoints for easy page building in both design and delivery phases, across platforms.
