Collective Arts Brewing, a grassroots craft brewer located in Hamilton, Ontario, approached Hifyre to help them redesign their website. Those that know the Collective Arts brand understand it’s connection with the arts community. The Collective Arts team and the Hifyre wanted to bring the Collective Arts brand to the forefront, along with all of its great content.

“We retooled the information architecture, moved content forward, and focused on easily consumable content moving people through the site to increase retention time on the site.”

Matthew Hollingshead, CEO Hifyre

The Art of Brewing

If you’ve ever seen a Collective Arts Brewing product, you know that their focus is on the art of brewing being fused with the arts scene. Each of their products is partnered with a work of art from artists, musicians, and filmmakers. Hifyre met with the Collective Arts team to go over options. Their website, although it had creative content, was set up so that the artistic content was buried and difficult to find. Our team suggested an entire overhaul of the website to refocus on the arts and culture behind the Collective Arts brand. The goal was to make the content the central focus of the site – drawing from a combination of media sites and lifestyle brands as inspiration.

Brewing Meets Brand

As the discussions with the Collective Arts team continued, it became clear that their team wanted to transition from being purely a beer company, to a lifestyle brand. The Hifyre team got to work drafting up a user journey for the new website. What do people envision when they think of Collective Arts? What does their brewing approach and their physical location say about them and the lifestyle they embody? How can we get this message across through their web presence? These were the questions that the Hifyre team needed to address to be able to build something that truly captured what Collective Arts means to its customers.

“Our approach was creating a site that embraced the connection between the art and the process of brewing to focus on fostering better engagement for the Collective Arts brand. To achieve that, we retooled the information architecture, moved content forward, and focused on easily consumable content moving people through the site to increase retention time on the site”, says Hifyre CEO Matthew Hollingshead, “We were also able to identify new opportunities for them from a content development standpoint.”

With the brand new website launched, Collective Arts has seen positive feedback already. Their bounce rates have decreased by 50% and the number of pages that each visitor views has increased by 30%. These numbers indicate that consumers are already feeling more engaged with the Collective Arts Brewing brand.

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