SABMiller – Telling the story of beer

SABMiller is the world’s second largest brewer owning over 200 brands. The challenge was to create the next generation of corporate website, a real-time fully responsive storytelling platform. By taking an editorial approach to the content, the stories were heroed in an hub where users were encouraged to explore the breadth of the beer industry. The site was designed using a unique modular system, that allowed flexibility when creating new pages and presenting content. The content-led editorial approach was reflected in the design, and allowed the stories to be front and centre giving the site a content-fresh and minimal feel.

My role

Lead Designer, Concept, Content creation

This was the largest website brief that SAS had ever received to date. The team of 35 people included Designers, Strategists, Developers and UX experts that worked together on an agreed agile strategy and approach. Working to our fully agile process, we defined the creative concepts and how to bring them to life. As the Lead Designer it was my responsibility to concept and visualize the modules that helped structure and present the content on the website. I also led the creation of structuring the narrative for the history of the SABMiller timeline and was responsible for the creative output of the stories, brand explorer and interactive map for launch.

Award winning

Within weeks of the new site going live, it achieved tenth position in the Financial Times-Bowen Craggs global survey of corporate website effectiveness. The success continued until it was switched off following the purchase of SABMiller by AB InBev in October 2016.

Winner of Best Website at the 2015 Digital Impact Awards
Winner of Best Corporate Website at the 2015 CorpComms Digi Awards
— 119,000 page views and 106,000 unique views across story content since launch
— 620% increase in views to the most popular story on the site
— 250% increase in views to all stories
— 80% increase in referrals to content from LinkedIn