Don Julio — Website Redesign Pitch
Role: Senior Digital Art Director
Agency: Colangelo
Client: Don Julio
Overview
At Colangelo, I led visual concept development for a strategic website redesign pitch for Don Julio. While I supported the brand across social media and ongoing site maintenance, this initiative focused on reimagining their digital presence using newly produced campaign creatives.
The pitch won — expanding the agency’s scope and securing additional business.
The Challenge
Translate premium print campaign assets into a modern, immersive digital experience that reflected Don Julio’s craftsmanship, heritage, and luxury positioning.
My Role
Primarily focused on visual design leadership, I:
Created high-fidelity web concept designs
Transformed new campaign photography into editorial-style layouts
Partnered closely with contracted UX designers on information architecture and structure
Helped shape hierarchy, navigation flow, and storytelling direction
This project marked an evolution for me — moving beyond pure visual execution into deeper UX collaboration.
Approach
Elevated Brand Storytelling
Large-format imagery, refined typography, and cinematic spacing reinforced the brand’s premium feel.
Experience-Driven Structure
We concepted a narrative flow — heritage, product exploration, cocktail inspiration — rather than a static content structure.
Scalable Design System Thinking
Modular layouts ensured the brand could grow content while maintaining elegance and consistency.
Outcome
Won the pitch and expanded digital work with Don Julio
Strengthened Colangelo’s strategic creative positioning
Deepened my integration with UX strategy and information architecture