CLIENT

7 Lady Vineyards

TIMELINE

2 weeks

UNMASKING THE NEW SEASON: A BRIDGERTON GARDEN SOIRÉE

An Enchanting Evening

sunset wine tastings, live string quartet, & exquisite garden décor

INITIAL RESEARCH

ABOUT 7 LADY VINEYARDS

7 Lady Vineyards is a winery located in Manakin-Sabot, Virginia, with its tasting room set to open by the end of 2025. In addition to producing estate-grown wines, the vineyard has partnered with award-winning winemakers from around the world, sourcing grapes from renowned regions such as Napa Valley, Mendoza, and Moldova.

1. SISTER PROPERTIES

While researching 7 Lady Vineyards, I discovered it is part of a group of sister properties alongside Dover Hall and Bartizan, leading me to evaluate their copywriting, website design, and social media presence.

This research provided valuable insight into their brand positioning, audience engagement strategies, and experiential marketing approaches.

2. COMPETITIVE ANALYSIS

I identified the top three wineries in Virginia that, based on their regional prominence, quality of experience, and similar target markets, can be seen as competitors to 7 Lady Vineyards.

Research Paper

ANALYSIS OBJECTIVES

How can we create a campaign that unites both brands to drive engagement and deepen user connection?

Brand Alignment

How might we connect 7 Lady Vineyards’ identity with Bridgerton’s aesthetic to create a cohesive and immersive experience

User Motivation

How might we understand what excites users to attend themed events and interact with limited-edition products

Content Strategy

How might we craft visuals and messaging that resonate across social, email, and event touchpoints?

Journey Flow

How might we design a seamless user journey from campaign discovery to event participation and post-engagement

CREATING AN EVENT

Whispers of an affair are swirling through the vineyards…

Live String Quartet
Wine & Culinary Tasting
On-site Calligraphy & Engraving
Masquerade Mask Workshop
Photo Corner

3. EVENT DETAILS

Join us for an evening of refined celebration at 7 Lady Vineyards for the Bridgerton Garden Soirée. Set against the picturesque backdrop of Virginia wine country, this gathering offers a perfect blend of elegance, entertainment, and seasonal indulgence.

Guests will enjoy live string quartet performances, personalized bottle engraving, and a creative mask-making workshop inspired by Bridgerton-style balls. A curated photo corner will also be available to capture your evening in true Regency-inspired fashion.

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4. TARGET AUDIENCE

Young professionals & millennials who love wine & pop culture
Bridgerton fans
Engaged couples seeking whimsical wedding inspo
Local influencers, stylists, florists, etc.
Social butterflies looking for a fancy day out

5. VISUAL REFERENCE COLLECTION

Curating a detailed visual archive of Bridgerton Season 4, including scene stills, teaser clips, graphic elements, fabric patterns, color palettes, and set designs. This collection serves as a creative reference to ensure my design work stays authentic to the show’s evolving aesthetic and visual tone.

6. MESSAGING FRAMEWORK STUDY

After rewatching the series to closely study its language and tone—I conducted a messaging framework study centered on the show’s distinctive narrative style.

This work ensures that every element of campaign messaging, from event invitations to social captions, feels true to the Bridgerton voice.

7. SKETCHING & DRAFTING

I drafted the initial storyboard for the promotional reel by outlining 9 key scenes with supporting text and visuals to establish tone, pacing, and aesthetic direction. Alongside this, I sketched early concepts for email layouts, the website design, and a collaborative logo to guide brand consistency across touchpoints.

HOW CAN PEOPLE INTEGRATE THE ROUNDS INTO THEIR LIVES?

SUBSCRIPTION MODEL

VALUE PROPOSITION

How might we enhance convenience with the "set it and forget it" system, alleviate pain points related to subscription rigidity, and create the ideal subscription experience

How might we clearly and consistently communicate the value of the service, while setting accurate expectations prior to onboarding

PACKAGE LABELS

ONBOARDING

How might we ensure legal compliance and safety while meeting consumer expectations regarding product information using eco-materials

How might we concisely convey the service's value and functionality, effectively prepare customers to use the service, while collecting valuable user data

6. USABILITY TESTING

After conducting secondary research, we sat with five participants to navigate The Rounds' current UX and complete tasks such as exploring the main site, onboarding, setting bi-weekly deliveries, and unpacking orders. These interviews were crucial in understanding users' difficulties and feedback, as well as in establishing benchmarks.

Key insights:

We assumed users understood what The Rounds is and how it works before signing up, from exploration of the main site. However, users were confused by the way information is communicated during on-boarding.
Usability tests revealed that users expected features and processes similar to their usual online shopping experience. Most participants searched for their cart and a button to confirm an order.
Post drop-off experience: Users found QR codes and NFC tags inconvenient and non-functional. Users expressed disappointment in the need to do an "extra step" to identify their items.

FINAL RESULTS

Email, web page, and social media

Subscription Model

During testing, users were confused about the difference between “Autopilot” and “Refills” and were frustrated when they accidentally subscribed to unwanted items. We changed what was originally refills to cart and autopilot to refills.

Learn More

EMAIL (MAILCHIMP)

The main content and event details were pulled directly from the Eventbrite listing to maintain consistency across platforms. This approach helps reinforce key information while creating a seamless experience for potential attendees.

Figma Prototype

Write a Title Here. Click Here to Edit the Text.

This is a space to welcome visitors to the site. Grab their attention with copy that clearly states what the site is about, and add an engaging image or video.

Explore

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REEL STORYBOARD

The messaging blends the grandeur of Bridgerton with the charm of a boutique vineyard experience, highlighting luxurious details like live music, custom bottle engravings, and limited-edition collaborations. It aims to create a sense of anticipation, sophistication, and community around the unveiling of both a new season and a new destination.

Figma Prototype