Contact Us
Careers
FAQ
Amaterra Winery isn’t just another vineyard—it’s Portland’s only winery within city limits, a stunning escape just minutes from downtown. Perched in the West Hills, Amaterra offers more than just exceptional wines. It blends a world-class hospitality experience with panoramic views, a chef-driven restaurant, and an exclusive wine club that became a success before the doors even opened.
Watson Creative was brought in from the very beginning to help build Amaterra’s identity from the ground up. General Manager and Winemaker Matt Vuylsteke, an undergraduate friend of Matt Watson, knew of Watson’s work in the wine industry but was uncertain if the team could transition into the high-touch world of wine and club membership. He put Watson Creative to the test against ten agencies—some of the biggest names in the industry—and Watson emerged as the clear choice.
Amaterra’s vision was ambitious: establish a luxury wine brand with the accessibility of a club-driven hospitality experience, all within Portland’s urban limits. To achieve this, the brand needed to resonate on multiple levels—bringing in wine enthusiasts, elevating the guest experience, and creating a sense of exclusivity while maintaining an approachable Pacific Northwest charm.
Watson developed Amaterra’s brand positioning, visual identity, and messaging strategy. The team worked closely with key stakeholders to define the brand’s ethos—modern, rooted in the earth, and seamlessly blending nature with sophistication. The brand identity had to reflect the physical experience of Amaterra: an escape into the rolling hills where the wine, cuisine, and views converge into something memorable.
The branding work extended beyond visuals. Watson crafted the language for Amaterra’s membership tiers, emphasizing scarcity, exclusivity, and the unique perks of the wine club experience. Naming strategies, storytelling elements, and guest touchpoints were carefully curated to enhance the brand’s allure and value.
Amaterra’s success hinged on more than just branding—it required a seamless integration of design, experience, and storytelling at every touchpoint. Watson worked alongside architects and interior designers to ensure the brand was reflected in the space itself. From the signage to the menu design, the wine labels to the digital presence, every element was crafted to reinforce Amaterra’s premium yet inviting atmosphere.
The digital experience was also key. The website and online membership system needed to reflect the brand’s exclusivity while remaining functional and intuitive. Watson ensured that the digital journey—from discovery to reservation to club sign-up—felt as premium as the in-person experience.
Amaterra’s journey highlights how thoughtful branding, design, and digital strategy can transform a winery from a concept into a category-defining experience. Watson’s ability to align stakeholders, craft a compelling narrative, and execute a seamless brand ecosystem set Amaterra apart from competitors—both locally and globally.
“We went through an RFP process that started with ten agencies. Watson beat out some of the most well-known agencies in the world, as well as the best agencies that serve our category of business. Their diverse mix of experiences and viewpoints made the work unique and impactful. Today, we exceeded our membership goals before we even opened and have been featured globally in a variety of media channels.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
