Project B

Process Book
LXFM 740
Krista Bellardo

Project Brief
When it comes to marketing, there isnt a single, cookiecutter strategy that works for every type of business. This
project assigned the task of creating a prototype Home
and About Us web page that would meet the marketing
needs of three different types of businesses - an independent
company, a small boutique and an international corporation.
These prototypes had to both meet the marketing needs of the
businesses and the businesses audiences while maintaining a
design that reflects each businesses market level, customer
demographics and visual aesthetic.

Company #1
Independent Company
What Courtney Wore

Creative Marketing Brief

COMPANY OVERVIEW
What Courtney Wore is a fashion blog operated by Courtney Kerr that began in 2011. The blog has recently started to reach
success that has resulted in collaborations and partnerships with companys like Macys. Courtney promotes her blog primarily
through social media and an email RSS feed. The stated goal of the blog is for Kerr to share with her readers, fans and followers
where she has traveled, what styles she is loving and what she is wearing along the way. The primary marketing goal for the
blog is to reach as many readers as possible and to gain enough popularity to be recognized within the industry. Online is the
most beneficial marketing platform for the blog.
PRIMARY AUDIENCE
The blogs primary audience is fashion-forward women, presumably between the ages of 25 and 45. These women are digitally
connected, comfortable with e-commerce and brand conscious, although at times fiscally conservative.
TONE & IMAGERY
Since Kerr runs both the blog and its promotion through her own personal social media accounts, the tone of it is very
personable. Her personality shines through in all of these avenues with tones of Southern lifestyles, popular lingo and a downto-earth look at all aspects of her life. She writes very informally, just as one would if they were talking to a friend. The site is
very clean, with a black and white color scheme and high quality, full color images.
MESSAGE
Kerr took a risk when starting this blog, leaving her 9-5 career behind. Luckily, the world has gotten to know her and seen
glimpses into her life from her time on reality television and social media posts. This personal connection is what will help
draw readers to the site. Those that can connect with Kerrs larger than life personality and her playful and sassy style will visit
the site for both the fashion and Kerr herself.

To continue to build this personal connection it will be important to ensure that the new site design is consistent with Kerrs
personality and style. This will mean staying true to Kerrs current minimalistic website design and combining her fun fashion
style with the more classic layout of the site.
PROCESS
The objective of this project is to redesign the What Courtney Wore website into a more modern, user-friendly webpage all
while maintaining the aesthetic and company image of the existing site. This will include modifications like introducing an
archive and making the homepage both more visually appealing and more functional.

Current Website

Mood Board

Site Inspiration

Current Site Map

What Courtney Wore Current Site Map

Home

About
Courtney

Shop With
Courtney
A Note
From Courtney

Currently
Obsessed

Contact
Courtney

Shop The
Blog Looks

New Site Map

What Courtney Wore New Site Map

Home

Home

Shop With
Courtney

About

Archive

A Note
From Courtney

Currently
Obsessed

What Courtney
Reads

Shop The
Blog Looks

Contact
Courtney

Subscribe

Sketches

Wireframes
HOME PAGE

ABOUT PAGE

HOME PAGE

POST PAGE

Home Page
https

www.thecourtneykerr.com

Full Home Page

About Page

Full Mock Up

Company #2
Small Boutique
All The Wire

Creative Marketing Brief

COMPANY OVERVIEW
All The Wire is a custom jewelry company operating solely in e-commerce and based in Texas. The company has only been
around for a few years but has been quickly growing in popularity ever since. Currently the companys marketing plan consists
of active social media profiles, celebrity endorsements and personal connections. Their pieces have been featured on the blogs
of multiple fashion bloggers and by a few news outlets in Texas.
The companys marketing goal is to get as many people to the site as possible and to increase purchases. The best platform for
this is most likely social media and fashion-news outlets where the company can share their story with the world to get people
to make a personal connection with the brand.
PRIMARY AUDIENCE
The companys primary audience is seemingly females over the age of 25. These customers are drawn to pieces that are
hand-stamped, personalized and carry a greater message. They are digitally connected and embrace the opportunity to share
personal experiences with the company.
TONE & IMAGERY
Due to the fact that the company is primarily run by its two founders the tone of all the messages is very personable and
down-to-earth. Customers can follow the personal webpages of the two founders as well in order to get to know them on
a more personal level. The companys current website is very minimal and fairly bare-bones. The logo and type reflect the
handmade nature of the products.
MESSAGE
The business was started by two sisters, Desiree and Tori. It gets its name from the personal love story between Desiree and
her husband. The company encourages customers to share the reason behind why they get the phrase, dates, etc. stamped
onto their pieces in an attempt to really connect with customers.
To continue to build this emotional connection it is important the site and content continue to include the heartfelt story of
the company and to encourage customers to feel a personal relationship with the company. It is also important that some of
the aesthetics of the curraint website remain in the new site in order to not turn loyal customers away.
PROCESS
The objective of this project is to transform All The Wires current website into a more professional ecommerce website
that is more consistent with its industry competitors. The new site will reflect the brand identity while also improving user
experience.

Current Website

Mood Board

Site Inspiration

Current Site Map

All The Wire Current Site Map

Home

Our
Story

Shop

Press

Desiree

Brass
Items

Tori

Gold Filled
Items

Blog

All The Wire

Lovers

New Site Map

All The Wire New Site Map

Home

Home

Our
Story

Shop

Press

Desiree

Brass
Items

Tori

Gold Filled
Items

Blog

Contact

Sketches

Wireframes
HOME PAGE

PRODUCT PAGE

ABOUT PAGE

PRODUCT PAGE

Home Page - Lightbox 1

Home Page - Lightbox 2

Home Page - Lightbox 3

About Page

Product Page for Tablet

Full Mock Up

Company #3
International Corporation
Jack Daniels

Creative Marketing Brief

OVERVIEW
Jack Daniels has been a leading spirits company since it began in 1866. The company sells various whiskeys and pre-mixed
whiskey cocktails. The company is owned by Brown-Forman Corporation, which is based in Kentucky and saw nearly three
billion dollars in revenue in 2014.
The companys current marketing goals include ensuring that it remains the worlds best selling whiskey. Its marketing
messages are based on the companys history, heritage and esteemed brand reputation. The company website is the best
place for Jack Daniels to share its story and provide product information.
PRIMARY AUDIENCE
The company has stated that their primary audience is anyone over the age of 21. However, Jack Daniels uses different
platforms to target different segments of this market. For example, when using Facebook advertisements they are hoping to
reach those between the ages of 25-35, women or occasionally older consumers.
A large portion of this market segment is digitally connected, which is why Jack Daniels is currently increasing their digital
marketing efforts. This also allows them to better connect to consumers and to share the brands story.
TONE & IMAGERY
The current website places a strong emphasis on the history of the Jack Daniels brand. It is a mixture of black and gray color
schemes and high quality product images. It invites visitors into the world of Jack Daniels providing them with product history,
distillery information and even recipes. The tone of the website is southern, historic and personable. It talks about things like
the gentlemens drink and the essence of the perfect night out.
MESSAGE
Jack Daniels began in 1866 and maintains the careful, hands-on, slow aged process of whiskey making to this day. It has
built its brand on authenticity and history and has become a generational drink. To ensure that this personal connection and
message continue to be communicated the new website will remain consistent with the brand and the heritage while also
aiming to engage more consumers digitally.
PROCESS
The objective of this project is to update the Jack Daniels website into a more user-friendly experience that focuses on ease of
navigation and brand awareness. Due to the fact the Jack Daniels is a well-established brand it will be essential that the new
site remain consistent with the brand identity and message that has proved successful for so many years.

Current Website

Mood Board

Site Inspiration

Site Map
Jack Daniels Site Map
Home

Whiskey
Etc.

Home

Home

History

Whiskey
Family
Jack Daniels
Old No. 7
Jack Daniels
Single Barrel
Gentleman
Jack
Jack Daniels
Tennessee Honey

Jack Daniels
Tennessee Fire
Rested
Tennessee Rye
Jack Daniels No. 27
Gold Tennessee
Whiskey

Winter
Jack
Unaged
Tennessee Rye

Legend
The Independent
Spirit
Jack Daniels
Tennessee Honey

Jack Daniels
Single Barrel

Where To Eat
In Lynchburg

The Jack Daniels

World Chanmpionship
Invitational Barbeque

Gentleman
Jack
Awards

2014 Holiday
Select

Black Label
Introduced

White Rabbit
Saloon

Jack Daniels
Dies
Miss Mary
Bobos

Master Distiller
Series No. 2

The Safe

Master Distiller
Series No. 1

Legend of
Old No. 7

2011 Holiday
Select
Angelo Lucchesi
90th Birthday
2010 Gentleman
Jack

Jack Daniels
Charcol
Mellowing

Sour Mash

Mr. Jacks
160th Birthday

Jack Daniels
Process

Silver Select
Single Barrel

Jack Daniels
Distillery

American
Forests
Repeal of
Prohibition 75th
Anniversary

Maxwell
House
Belle of
Lincoln
Tribute to
Tennessee
Inaugural
Silver
Cornet
Riverboat
Captain
125th
Anniversary
1895
Replica
Barrelhouse
1
Tennessee
Bicentennial
1904 Gold
Medal Replica

1981 Gold
Medal Series
1954 Gold
Medal Series
1915 Gold
Medal Series
1914 Gold
Medal Series
1913 Gold
Medal Series
1905 Gold
Medal Series
1904 Gold
Medal Series

The Distillery
Tour

Jeff Arnett

Lem
Motlow

2012 Holiday
Select

Visit Us

The Essential
Lynchburg
Experience

Sinatra
Select

2013 Holiday
Select

Recipes

Visit Us

Maturation
Process
Meet Jack
Daniels
Lynchburg

Experience

Our
Recipes
Jack and
Cola
Jack and
Ginger
Jack Daniels
Manhattan
Lynchburg
Lemonade

Where To Stay
In Lynchburg

Gentleman
Sour
Single
Barrel
Jack Honey
Lemonade
Jack Julep
Hot Tennessee
Toddy

Experience
Jack Daniels

The
Store

Legal
And
Privacy

Contact
U.S.
Store

Contact Us

Privacy
Policy

Join Our
Mailing List

Terms of
Use

Like Jack
Daniels On
Facebook

Cookie
Policy

Like Jack Daniels

Single Barrel
On Facebook

FAQS

Like Jack Daniels

Gentleman Jack
On Facebook

Linking
Policy

Like Jack Daniels

Tennessee Honey
On Facebook

Sketches

Wireframes
HOME PAGE

HOME PAGE

HOME PAGE

HISTORY PAGE

Wireframes
HISTORY PAGE

HISTORY PAGE

PRODUCT PAGE

Home Page

History Page #1

History Page #2

History Page #3

Full Mock Up