Web Design


Project Title:
Client or Class Name: Total Wine & More -

The e-commerce website redesign effort was the first of several transformational efforts we embarked on with Total Wine & More with the goal to establish them as a category leader.

The platform was launched 23 months from project inception and included multiple phases. The project included a complete re-platform of TWM eCommerce while simultaneously re-designing its digital experience for desktop, tablet, and mobile devices.

There was a complex location awareness rules implementation due to regulatory and legal requirements, and a completely new user experience based on a revamped brand identity and visual design system, including voice & tone, imagery, navigation, category-level look & feel, and an innovative interaction model.

The robust site functionality includes event management, social sharing, rich educational content, loyalty integration, integrated campaigns, site search, SEO, Adobe Analytics, Bazaarvoice Ratings and Reviews, and Rich Relevance Recommendations.

Following the release, the online platform reported 22% increase in average orders/day and 9% uplift in average revenue/day. The site has been operating at 100% availability nationwide, with consistent and stable performance, and has been serving over 18 million registered TWM customers.

2016 Consumer Website Design Award Winner


Creative Team

Executive Creative Director:
Barry Fiske

Creative Leads:
Phil Golub, Pete Tschudy, Jodie Shotwell, Chad Portas

Meredith Lambert, Carlos Baez, Kathy Lau

Visual Design:
Jason Woz, Josh Bean, Jessi Tubero, Jason Cho, Sarah Peng, Taz Kim, Derek Luciani, Raoul Kim, Tom Kershaw

Content Strategy:
Anne Casson, Jason Bushey, Rebecca Schneider, Chris Scheppler

Melanie Nayer

Kevin Crockett

Brand Strategy:
Scott Karambis, Nicole Cestaro



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