McKelvey Vineyards Website
WEBSITE // SEO // LOGO + BRAND IDENTITY // VIDEO // PHOTOGRAPHY
McKELVEY VINEYARDS Needed A BRAND STRATEGY, Visual Identity AND E-COMMERCE WEBSITE THAT ALIGNED WITH THEIR AMBITIOUS GOAL TO REDEFINE MISSOURI WINE
THE OPPORTUNITY
MCKELVEY VINEYARDS BRINGs THE RElaxed, ELEVATED Experience of California’s Central CoAST Wineries to THE HISTORIC WINE COUNTRY OF THE Missouri River VALLEy.
In 2016, Patricia McKelvey, restored a historic vineyard and manor in New Haven, Missouri. With her vision to bring an elevated yet casual California winery experience to Missouri, McKelvey Vineyards selected our team to develop a visual identity for the brand, build their website, plan an integrated marketing strategy, and create video and photography assets.
We worked with the McKelvey Vineyards team to analyze their business strategy and key revenue streams to determine our marketing priorities and establish baselines. Our competitive research made it clear that one of our top priorities was to create video and photography that would capture the magical elements of the property. We developed a brand strategy and digital plan that included content marketing and the creation of visual assets to maximize engagement, drive audience growth and generate revenue.
MOBILE-FRIENDLY WEBSITE DESIGN WITH E-COMMERCE
RESPONSIVE MOBILE DESIGN Immerses visitors In THE Magic of McKelvey Vineyards AND Makes it easy to shop online
Nearly 70% of McKelvey Vineyards’ online traffic comes through mobile devices making it critical that the mobile experience is visually captivating and easy to use. Through a combination of smart UX design and compelling imagery we immerse visitors in the the vineyard’s enchanting beauty while prioritizing conversion. With a few taps of the screen users can:
View the live music and special events calendar
Book a weekend getaway
View the dining and drinks menus
Purchase wine
Book a wedding
Get directions
mobile MARKETING
Digital Marketing, SEO and CONVERSION STRATEGIES STARTED WITH AN ANALYSIS OF THE COMPETITIVE LANDSCAPE
We leveraged Mckelvey Vineyards’ story-book setting, award-winning historic renovation and exceptional wines to craft smart copy and eye-catching images around a positioning and SEO strategy designed to optimize organic search and convert website visitors to wedding and lodging bookings, event attendance and wine sales.
We built an easy-to-navigate e-commerce experience that incorporates featured wines throughout the user experience and links the e-commerce engine with Google to increase impressions.
BEAUTY + DATA
CONVERSIONS HAPPEN AT THE INTERSECTION OF BEAUTY and EASe
McKelvey Vineyards needed their website to drive revenue through multiple channels and understood that visually appealing imagery would play a critical role in e-commerce wine sales, attracting visitors to attend winery events and book weddings, private events and overnight stays.
Our design-thinking approach links data analyses and SEO to aesthetics and UX design at every step of the process to deliver a seamless user experience around their key conversion priorities.
IMMERSIVE FULL-SCREEN VIDEO ON DESKTOP
FULL-SCREEN VIDEO INTEGRATION CAN MAKE A WEBSITE EXPERIENCE MAGICAL
McKelvey Vineyards identified early on that video would play an important role in positioning and marketing the brand. We integrated full-screen video to immerse users in the magic of the vineyard’s atmosphere and experiences.
Rich, beautiful videos drive conversion through captivating imagery that gets the attention of audiences searching for wineries, live music, wedding venues and weekend getaways in a competitive marketplace. And, we were able to maximize McKelvey Vineyards’ investment in quality video by leveraging the assets across our digital strategy to maximize their SEO.
Logo + Brand Identity
CLEAN, Modern TYPOGRAPHY PAIRED With HAND-CRAFTED LINE WORK
McKelvey Vineyards needed branding that would communicate the sophistication of their wine making, their respect for the land and the vineyard’s historic heritage while maintaining the warm, relaxed spirit of the founder. To achieve this we combined a modern typeface with the artisanal craft of hand-drawn line art inspired by their historic manor’s pitched roof and the long, straight grape rows of the vineyards. The result was a strong, confident and immediately identifiable logo that blends the iconography of the manor roof, the vineyard’s grape rows and the brand initials for an elevated identity that sets them apart in the regional market and positions the brand for national growth.
Product Photography + Label Design
As a Start-up entering a new Market, McKelvey VineyarDS KNEW THAT A STRONG, MEMORABLE VISUAL iDENTITY WOULD BE a critical sales tool
McKelvey Vineyards needed labels and packaging with an elevated presence that would appeal to wine shops, bars, restaurants and specialty retailers. Our design team created a label system that pairs hand-drawn logo elements with refined typography to give the brand an effortlessly sophisticated appearance that stands out while positioning McKelvey Vineyards as a notable, established wine brand.
Our photography team shot the wine product photography to deliver beautiful images for their e-commerce, advertising, digital marketing platforms and printed sales collateral.
Video + Photography
High-Quality video and image assets drive conversion and revenue
The magical setting of the beautifully restored stone manor, majestic dairy barn and the rolling contours of the vineyards is one of McKelvey Vineyards greatest assets, making high-quality video and photography critical components of their revenue-driven marketing strategy.
