Guinness
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Redesign of the iconic stout website

Role: Concept, Art direction, Ux / Ui
Guinness

Made in VMLY&R London


I joined VMLY&R as a UI Art Director to redesign Diageo’s Guinness website. Diageo came to us to ask what the role of their .com site for Guinness was. A global site that carries the challenge of delivering to loyal fans. We restructured engaging content for the brand and elevated the Guinness Brand Bible: The Book of Magic into the digital space.








A global website with local charm
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The Guinness Website brief was to identify the need role of a site and then map it’s road to market.

This includes stakeholder mapping, data and traffic research, competitor analysis, information architecture, User Experience, User Interface and Interaction Design.

Once integrated into the CMS, specific areas of the Guinness website were customisable to local markets.





Foundations
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Extending guidelines beyond print.
And then a bit further.
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Guinness wasn’t running clear guidelines outside of its brand bible for print and communications, so the team set about creating assets and rules we could apply in the digital space. A thorough process built over time and allowed us to create a micros design system we could implement in a variety of ways.






Component combinations that allow for both control and surprise.
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With multiple options for each component module, each with differing insets, overlaps and positioning elements, the clear and thorough setup for Guinness still allows for interesting and surprising layouts. With a multiplicity of combinations, pages can always be built in different ways, telling different stories.





Guidelines and components were implemented to retain that control and those surprises across all platforms.












©  Franz Dureigne - 2023