Black Box Brand Activation – EMS

2022 | E&J Gallo Winery

Creative Roles: 

• Nicholas Lazar – Contract Graphic Designer
• Scott Elia & Liz Morgan – Art Directors

Project Summary:

Black Box Wines was purchased by E&J Gallo Winery in 2021 from Constellation Brands and underwent a brand refresh to reach new consumers and increase the perception of the brand as a premium boxed wine. The client sought to increase sales through an overhaul of their email marketing strategies and asked me to work on designing the layout and assets used for email marketing moving forward. 

Constraints:

Due to the recent brand acquisition, it was important to collaborate with the EMS marketing team, my art director, and coders throughout the project process. We had regular meetings to discuss the technical capabilities at our disposal, consumer data, and how to adapt the project month-to-month based on our findings. The brand’s budget for EMS was modest and required us to craft visuals that didn’t require photoshoots or extensive amounts of time from the creative team. 

Outcome:

I worked closely with the art director, Scott Elia, on drafting the creative direction for the new email marketing campaign, and later Liz Morgan. Working closely with both art directors on designing thoughtful email layouts and assets that motivated clients to click through and order on the brand’s website. Client saw an increase in engagement and click-throughs for purchasing products.