Juan came to us with a powerful personal story — a childhood in the vineyards of Mendoza, a 15-year international wine career, and a mid-life leap of faith that took him from corporate wine management to founding his own venture.

The challenge was translating that story, and his genuine wine philosophy, into a cohesive brand voice and website that felt as human and unpolished-but-intentional as Juan himself, while still building credibility with WSET-level expertise.

We anchored Juan's brand around a single idea already living in his own words: wine as a bonding human experience, not a commodity.

Rather than lead with credentials, we let his story lead — the grandfather who introduced him to wine, the leap of faith that changed his path, the belief that wine's real value lives outside the glass, in the connections it creates.

This became the foundation for his "Wine Human" positioning: someone who sees wine as a messenger between people, cultures, and generations, rather than simply a product to be rated and sold.

When we started, Juan had 5 websites across 5 different businesses areas, each with its own look and feel.

Our first step was to create a Brand Board that reflected one set of visual guidelines, including colors, fonts, photography style.

Without losing Juan’s distinctive personality, only the tone of voice differs slightly, depending on the audience and positioning.

We redesigned Juan's personal brand website from the ground up, including:

• A narrative "About" page tracing his journey from Mendoza to Oxford to founding his own wine venture

• Homepage sharing the full range of his wine services and products — including books, artisanal wines, consulting, courses, and tours

• A long-form personal story blog for his Wine Notes page, with accompanying excerpt and SEO descriptions

• Consistent tone-of-voice guidelines so future content stays true to Juan's warm, reflective, idiosyncratic style

• We also redesigned two other websites, including www.wineguruonwheels.com