17 Poets Successfully Launches Refined Website Elevating Its Napa Valley Brand Experience
FOR IMMEDIATE RELEASE
iS2 Digital Partnership Delivers Sharper Content, Clearer Navigation, and Stronger User Experience for Emerging Winery
BEND, Ore. – September 1, 2026 – 17 Poets, a Napa Valley winery built around founder Todd Newman's singular creative vision, has successfully launched a refined website developed in partnership with iS2 Digital. The redesigned site sharpens the brand's distinctive voice into a clear, intuitive digital experience, giving visitors an easier path from first impression to action as the winery builds its audience and its membership program.
The engagement focused on translating 17 Poets' emotionally resonant voice into a site whose performance matches the sophistication of its storytelling. iS2 Digital tightened page content across the homepage and interior pages, decreased overall page length, and clarified calls to action so visitors can move confidently from discovering the brand's story to exploring its wines, offerings, and upcoming loyalty program. The primary navigation was also restructured and renamed to speak in the winery's own language, including "The Current" for its origin story and "The Loyal" for its membership program, helping visitors find their way without losing the sense of narrative that defines the site.
"Todd's voice for 17 Poets is rare and deeply personal, and our job was to give it room to breathe without losing the visitor," said Kevin Howard Goldberg, CEO of iS2 Digital. "The result is a site that feels as deeply considered as the wine itself."
The refreshed site preserves 17 Poets' literary, story-driven copy while making it easier to navigate. Interior pages covering the winery's origin story, its Napa Valley location and hospitality offerings, its current wine collection, and its membership program were each restructured for clarity and condensed for readability, with layout improvements addressing both desktop and mobile experiences. Calls to action throughout the site, including invitations to explore the current wine collection, join the winery's mailing list, and learn about its membership program, were sharpened to give visitors clear and consistent next steps.
As more wineries compete for attention in a crowded direct-to-consumer market, a website that balances brand distinctiveness with usability has become a meaningful competitive advantage. iS2 Digital's partnership-based approach helped 17 Poets preserve the founder-driven storytelling at the heart of its brand while ensuring the website functions as a clear, effective tool for building the loyal following the winery is designed around.
ABOUT 17 POETS
17 Poets is a Napa Valley winery founded by Todd Newman, whose numbered vintages chart a deeply personal narrative that will arrive in full with the winery's 17th release. Winemaker Thomas Rivers Brown crafts each vintage alongside Todd and partner Shawn Horwitz, with current releases including the 2022 and 2023 Cabernet Sauvignon and the 2023 Abandoned Saints. Learn more at 17 Poets.
ABOUT iS2 DIGITAL
For more than twenty-five years, iS2 Digital (formerly Imagistic) has continued to merit recognition as one of the most dynamic and reputable business technology agencies. We work with our clients to identify and build solutions that expand their businesses and build lasting competitive advantages. Our talented and seasoned staff offers decades of experience in business technology strategy, internet and custom software development, content strategy, project management, design, and information architecture. iS2 Digital serves clients ranging from startups to Fortune 500 companies, including UCLA, Los Angeles Fire Department, ACLU, California Pizza Kitchen, Bank of America, Christopher & Dana Reeve Foundation, and Revolution Studios.
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