Truly Hard Seltzer
Cracking Open the Tru-niverse with a Fan-Fueled Twist on Flavor Exploration
During meteoric growth in the hard seltzer category, Truly needed a digital presence that could match its adventurous brand spirit and advance its leadership position. The existing website couldn't scale with the brand's rapid expansion and failed to showcase Truly's biggest competitive advantage—more flavors and styles than any other hard seltzer brand on the market. The opportunity: create an award-worthy digital ecosystem that highlighted Truly's unmatched variety, streamlined product discovery, and positioned the brand for continued growth across the Boston Beer Company portfolio.
I developed and executed the design strategy for a full digital transformation of TrulyHardSeltzer.com, owning the end-to-end UX/UI and QA process from concept to final execution. My approach balanced intuitive UX, dynamic storytelling, and bold design to bring the brand's adventurous energy to life online. The strategy centered around product exploration and authentic community-building through immersive product experiences, campaign storytelling, and prominent integration of user-generated #LiveTruly content. I developed a scalable design system and refined product finder UX that was ultimately adopted across the Boston Beer Company brand family. The result earned a 2022 Gold W³ Award for Website Redesign and drove significant increases in direct-to-consumer product discovery. More than a product showcase, I created a community-driven platform that revolutionized how consumers #LiveTruly.
