Client:
FIOL
Project:
Website Design, Digital Campaigns, Content System
Team:
LP/AD
My role:
Web Lead & Designer
Tools:
Adobe XD, Photoshop, Illustrator, Gen AI
Overview
FIOL is a premium Prosecco brand rooted in Italian craftsmanship and celebration. The goal of this project was to elevate FIOL’s digital presence, creating a website and supporting digital campaigns that felt expressive, confident, and distinctly modern, without losing sight of the brand’s heritage.
The work focused on building an experience that balanced storytelling and commerce, allowing users to explore FIOL’s products, culture, and cocktail versatility through a visually rich and intuitive interface.
The Challenge
FIOL needed to stand out in a crowded Prosecco market dominated by traditional branding and predictable digital experiences. The challenge was to modernize the brand’s online presence while preserving its sense of craft, quality, and celebration.
At the same time, the experience needed to support discovery, product education, and digital advertising performance without feeling transactional or generic.
I led the art direction and web experience for FIOL Prosecco, shaping a digital system that blended brand storytelling, lifestyle content, and performance-driven design. My role spanned concept development, visual direction, UX design, and campaign execution, ensuring consistency across the website and digital advertising while maintaining a distinctly premium tone.
The Idea
Tradition doesn’t need to feel old.
FIOL’s digital experience should invite exploration, not instruction. The concept was built around curiosity, lifestyle, and ritual. Instead of leading with product specs, the site draws users into FIOL’s world through moments, moods, and occasions.
The Approach
The project was designed as a cohesive system rather than a single website launch. Visual language, interaction patterns, and campaign creative were all developed to work together across platforms.
The system included:
• A visually immersive brand website
• Product and collection storytelling
• Mobile-first interaction design
• Digital ad creatives focused on cocktail culture and discovery
Each element reinforced the same tone: confident, playful, and premium.
Website Experience
The FIOL website was designed as a visual journey. Navigation is minimal and intuitive, allowing content, photography, and motion to guide exploration. Product pages, lifestyle content, and brand storytelling are treated as equal parts of the experience.
Mobile-first layouts ensure the experience feels tactile and fluid across devices.
Digital Campaigns & Ads
Digital ads were developed to extend the website’s tone into performance-driven placements. The campaign leaned into cocktail culture, wit, and visual indulgence, using playful copy and rich photography to invite discovery rather than push product.
The ads were designed to feel like moments, not promotions.
Visual & Content Direction
The visual system combines high-contrast photography, refined typography, and restrained graphic symbols to create a recognizable FIOL language. Copy is confident, playful, and slightly irreverent, designed to feel conversational rather than instructional.
Generative AI was used selectively to support exploration, layout testing, and content ideation while maintaining hands-on creative control.
Impact
• Built a cohesive digital and campaign system that strengthened FIOL’s lifestyle positioning while maintaining clarity and usability.
• Improved organic social consistency by aligning visuals, tone, and content structure across posts and platforms.
• Enabled the brand to scale content production efficiently without losing its playful, premium character.
Outcome
The result is a modern digital presence that positions FIOL as both a crafted Prosecco and a lifestyle brand. The work demonstrates how brand, content, and performance can coexist without compromising elegance or personality.
Why This Project Matters
This project reflects my approach to lifestyle and consumer brands. I focus on creating digital experiences that feel immersive, expressive, and commercially effective, without losing the emotional core of the brand.
Turning tradition into something people want to explore.
Designed to be discovered, poured, and shared.
