01 — Where We Started
Repositioning James Squire within an increasingly competitive craft beer market to attract a younger, culturally connected audience while retaining its broad mainstream appeal.
Establishing a digital presence for the brand through content-led experiences that balance editorial credibility aligned to the brand story and commercial objectives.
Create a content-led platform that positioned James Squire as a craft beer brand defined by creativity, character, and storytelling — using maker profiles and authentic stories to engage audiences and bring the brand's "lovable rogue" personality to life.
02 — Research, Discovery & Planning
The strategy centred on James Squire's outsider spirit, using editorial storytelling to showcase makers across food, music, art, and beer whose creativity and character reflected the brand. Designed to evolve over time, the platform laid the foundation for a community-driven experience in which audiences could contribute their own stories and become part of the 'Life Well Crafted' narrative.
Presenting the Platform Strategy
The strategy mapped the platform's content architecture and brand approach, outlining how the campaign would connect James Squire with its craft beer audience through editorial storytelling, maker profiles, and culturally led digital experiences.
03 — Creative Approach
Wireframes established the platform's content architecture, while visual exploration evolved the brand's aesthetic into a more contemporary digital expression of its "lovable rogue" spirit.
Wireframes & Visual Direction
04 — High Fidelity
The final UI retains key cues from the brand's existing visual language, while introducing the hand-made character of the new Squires Brew Bars — rough-cut wood textures, hand-lettered chalkboard type and warm, tavern-like tones — to ground the digital experience in the physical spaces it promotes.
05 — Where We Landed
The platform gave James Squire a genuine cultural voice in the craft beer space — moving the brand from product-first communication to a content-led experience that resonated with a younger, more discerning audience.