The Donum Estate

Repositioned Donum from “great winery” to a world-class cultural destination—uniting acclaimed Pinot/Chardonnay, a museum-scale private sculpture collection, and regenerative farming. Built the brand platform, launched marquee art experiences, and trained executives for reputation management.

Objectives

Elevate perception from winery to must-visit destination for wine, art, and design.
Codify the brand around three pillars: Wine, Art, Sustainability.
Establish authority in the arts through commissions, unveilings, and press-worthy programs.
Prepare leadership with media training and a practical crisis playbook.

Strategy

Anchor the narrative in a simple, memorable framework—Wine • Art • Sustainability—and prove it through programming:

A refined brand voice and messaging.
International-caliber art moments (Doug Aitken commission launch, curated experiences).
Earned storytelling that treats Donum like a cultural institution.

Execution

Brand platform & copy system (pillar headlines, on-site language, map/tour captions)
Experience design for unveilings, previews, and VIP walk-throughs
Doug Aitken commission launch support and guest programming
Editorial toolkits to keep the story consistent across teams
Executive media training and an issues/crisis playbook

Results

Destination shift: Clear move in coverage and visitor perception from “great Pinot” to “world-class art & wine destination.”
Authority in the arts: Consistent top-tier interest across art/design/lifestyle verticals; increased demand for private and ticketed experiences.
Operational readiness: Leadership prepared with messaging and escalation paths, reducing response time and reputational risk.