CONNECTED BRAND SYSTEM
The final site brought together age and region entry, product and drink discovery, events, promotions, and seasonal campaigns.
CaptainMorgan.com Redesign
and Rich Media
Connected Digital Brand Platform for Participation and Experience
CaptainMorgan.com brought the brand’s bold personality online by creating a connected digital platform. We organized storytelling, participation, and product experiences across the website, events, and rich-media campaigns. As Creative Director, I led the team in shaping the main idea, building the platform, and expanding into Yahoo Sports’ rich media. This work boosted site engagement and participation, with campaign interactions up over 23% and rich-media experiences driving significant growth in traffic and brand reach.
Turn a brand world into a digital platform.
We turned a scattered digital presence into a single, unified brand. This included age and region checks, product families, drinks, events, promotions, and seasonal programs. One big challenge was bringing together several legacy platforms, each with its own technical requirements and content rules, into a single, seamless user experience. We solved this by creating a shared structure and design system. This lets each program keep its unique content but still fit under the main brand. The visual style gave every program its own look while supporting the overall Captain Morgan brand.
Build participation into the system.
We made participation a core part of the platform from the beginning. I led the creative vision for features such as Party Like the Legend, Morganettes, event galleries, and Captain Your Halloween, ensuring that interaction remained central. I also directed the development of shared structures that brought together profiles, videos, downloads, drink content, contests, and local event coverage in one place.
ADDITIONAL WEBSITE CONCEPT
Extend the experience into media.
The platform expanded into Captain Morgan Clutch Clock, a branded Yahoo Sports rich-media game. To make this happen, I worked with both the client and Yahoo teams to set clear goals and find creative opportunities in the sports setting. That work included mapping out the game’s story and interactive flow, designing visuals that showed the brand’s playful side, and building prototypes to encourage user participation. I worked closely with developers to balance technical feasibility with bold creative ideas. A still-image sequence presents the original interactive basketball experience.
PLAY WALKTHROUGHThe click-through shows the in-market game sequence within Yahoo Sports.
Extend the experience into market.
PARTICIPATION AT THE CENTER
The experience unified profiles, video, downloadable content, contests, and event galleries into a single branded experience, making participation central.
Role & team
- SITE TEAM
- Terra Hambly, ACD/Design · Mike Javor, Rich Media Director
- RICH-MEDIA TEAM
- Mike Javor, ACD/Rich Media Director · Julie Adams, Design
CAPTAIN’S CLUTCH: Click-through
Yahoo Sports example.
1 / 8