As one of Australia’s most iconic and globally recognised wine brands, [yellow tail] underwent a global refresh this year. To support this, I led a comprehensive redesign of the [yellow tail] website, which successfully launched across more than five countries. The goal was to modernise the user experience and align the brand’s storytelling with its playful and approachable identity.

Alongside the redesign, I drove the creative direction for multiple integrated campaigns. These contributed to a clear uplift in sales, increased website engagement, and enhanced brand visibility across key regions. The result: a digital platform that not only looks better—but performs better.