Reimagining a large and complex corporate website.
Dairy Farmers of America approached us with a big, complicated need: a complete website overhaul. Lacking a defined strategy, their previous sight missed out on opportunities for deeper storytelling and real conversions.
With an ever-changing landscape of needs, expanding member programs and a massive site map, the project required a comprehensive approach. Partnering with user experience experts and both front-end and back-end developers, we set out with a three-pronged team focused on mapping, wireframing and providing conceptual visual approach for the site.
VISUAL APPROACHES (TAP TO EXPAND)
Three visual approaches emphasizing tonal and conceptual differences were developed using key brand assets (also developed by our team). Once a concept was selected, workstreams merged while wireframing and design system development continued. The design system, while user-centric and brand focused, addressed interactive elements, hover state color changes, form fields, informational elements and structural elements that aid in legibility. Accessibility for both animation and color were integral to the success metrics for the site especially since certain colors in the DFA brand did not meet WCAG standards.
Mobile responsiveness, gated content and various specialty features were also required, including expandable and quick view modules and an interactive timeline of a dairy farmer’s day. These educational and entertaining additions created a friendlier, more transparent face for this massive cooperative.
Building off of the success of the consumer-facing website, our team also executed an equally expansive B2B website, targeting foodservice, manufacturing and retail decision makers. The new website effectively increased credible business leads for our client.
This project was part of a comprehensive brand overhaul and launch which included:
STAKEHOLDER INTERVIEWS
LIFESTYLE PHOTOSHOOT
USER & QA TESTING
INTEGRATING LEAD GENERATION TOOLS
SUBSEQUENT DIGITAL BRAND GUIDELINES
The site launched in early 2019 and has since changed but can be viewed here.
My role: copywriting, content strategy, design and brand direction, interviewing SMEs, SEO strategy, content population