My hometown of Sonoma County, CA is a world-famous wine region, making it a rich industry that’s been facing some hardships as the alcohol market and audience changes. For the second capstone course for the writing minor, Strategic Business Communication, I created a creative brief idea for a social media app that addresses the wine industry’s issues. In the brief, I introduced the app as a storytelling app for wines, making it more approachable to younger, of-age consumers. I analyzed the background of the industry and why it’s facing difficulty with sales and general interest, then proposed that an app that turned wine into a social media phenomenon could reach the Millennial and Gen-Z generations. I wrote success criteria for the app and analyzed the target audience, and finally, I wrote a communications strategy if the app were implemented.

I also drafted a mock-up of what the app could look like, drawing from familiar platforms like Instagram, Snapchat, BeReal and TikTok. Creating this brief allowed me to combine my knowledge of wine with my creativity and business communication from my courses.