Evoke Winery, formerly Naked Winery, was in the process of rebranding themselves and moving to a different POS system, when they approached Locus about a new website. They were looking for an ecommerce website that not only integrated with their new back-office systems, but was more brand-focused—prioritizing personality and culture, while bolstering user engagement. The ask, standard. The goals, super reasonable. But, Evoke's diverse target audience would push the website's architecture, and front-end design. Bold color (drawn from the physical tasting rooms), fun on-page interactions, and less traditional UI features would be considered for the 25-34 year-olds (who spent the most time on the website), while the preferences of the 65+ group could not be ignored, as they drove the most revenue. Wireframes were created and iterated. Designs were presented and revised. All to ensure consumer needs were met across the board, both from an appearance and usability perspective. The finalized page designs were then applied to the Shopify platform and the CMS was configured to allow Evoke to make all of their own website updates. No theme. No templates. A 100% custom-designed website that is playful, approachable, inclusive and friendly—ultimately inviting users to be part of the Evoke family.