Project Tour: Wilson Daniel’s Trade Website
FINE Website for Fine Wines
Wilson Daniels is a global leader in fine wine distribution. With an imbecile reputation for luxury and elegance, they required a website to match. The catch? Thousands upon thousands of assets (think tear-sheets, photos, and more) that needed to be elegantly, and efficiently, managed for the hundreds of wines they distribute.
In steps the FINE agency, and my role as lead strategist. Based on a promise to connect seamlessly between the CMS and their backend PXM, Salsify, I created information architecture, requirements and creative briefs to drive the project forward.
Wilson Daniel’s website highlights stunning places, inspiring people, and world renowned wines with elegance and ease.
A Canvas to Let People, Places and Wine Shine
The core creative strategy was to allow the places, people, and wines that Wilson Daniel represents visually represent themselves. The beautiful places across the world and the compelling stories of each brand became the spotlight of the design. No fussy UI, no visual embellishments. Just easy-to-find information and a bright canvas for the stories to shine.
Each brand that Wilson Daniels represents has a compelling story to tell, with deep details into process, people, and wine.
Each wine integrates from Salsify and routes to its parent brand in an elegant product catalog.
PXM Integration to Scale Management
Working in close concert with Wilson Daniel’s product team, we mapped each field within Salsify to its matching home in the website CMS, setting up an automated integration that would scale content management across hundreds of products. In doing so, we found opportunities to streamline their content within Salsify so that it would cleanly and consistently map to the right place on the website, thereby creating a more stable product architecture in its own right.
The Websites navigation reflects luxury shopping experiences, making it easy to search for what the user wants across an expansive catalog. Images update with the cursor to visually engage the user. All content is integrated directly and seamlessly from Salsify.
SEO Leadership With AI
Once the website was in development and the integration set, I worked to maintain SEO ranking through redirects and meta data. Using AI tools to scale the effort across tens of thousands of URLs, I ensured that Wilson Daniel’s ranking remained and no links were left behind.
Trade Tools organizes thousands of assets across types, categories, and brand. The filter design makes it easy to narrow into what the user needs. All assets integrate directly from Salsify.