Massican
context
Massican is a Napa Valley winery founded in 2009 with a focus on Mediterranean-inspired white wines and a lifestyle rooted in food, art, design, culture, and travel. The brand wanted to expand its Instagram beyond traditional wine content and create a more immersive editorial experience that reflected the broader world of ideas and influences behind Massican.
art direction | digital branding | social media content creation | photography | graphic design
Featured in: Wine Enthusiast, Food & Wine, San Francisco Chronicle, VinePair, Wine Spectator
the ask
Massican needed help defining what its social media presence could be and how to translate the brand’s sophisticated, culturally curious personality into a cohesive digital experience. Rather than simply posting wine imagery and promotional content, they needed a clear creative direction, content narrative, and visual system that could make Instagram feel intentional, engaging, and distinctly Massican. The opportunity was to create a social presence that showcased the brand’s broader interests in food, wine, art, design, culture, and travel while giving its audience a reason to continually return and explore.
the solution
I developed a highly curated editorial format that organized the Instagram feed around weekly themes, pairing a strong hero image with carousel content exploring subjects such as architecture, chefs, art, design, history, photography, and worldly cuisine. I researched and developed stories, curated imagery and layouts, and used each feature as an opportunity to connect Massican with the artists, chefs, places, and cultural voices being highlighted, creating organic partnership opportunities and new avenues for brand exposure. The result was an immersive social experience that positioned them as more than a wine brand—it became a cultural destination where followers could discover, learn, and virtually travel through the world of Massican.
