ROLE
CREATIVE ART DIRECTION
SKILLS APPLIED
STRATEGY, PRODUCT DESIGN, CAMPAIGN MARKETING
COLLABORATORS
PRODUCT TEAM, UX, MARKETING
ABOUT THIS PROJECT
The Hidden Valley® Ranch website redesign project was a significant achievement, combining historical content, strategic planning, innovative UI design, and seamless deployment as Creative Art Director, ensuring the project’s success involved delivering a website with a fresh approach that resonates with users and drives business goals.
A large focus was on honing the concept of food joy, appealing to the core user audience: the fandom. This included creating engaging recipe video content, making recipes shareable, developing a platform for user engagement, and expanding the rewards program.
In collaboration with a cross-functional team, a comprehensive strategy for the website redesign was developed, focusing on brand storytelling, user engagement, and conversion optimization. A modern and visually appealing user interface (UI) was designed to align with Hidden Valley® Ranch’s brand identity.
PROJECT HIGHLIGHTS
- Improved user engagement and satisfaction with a visually appealing, user-friendly interface.
- Enhanced website performance with increased traffic, longer sessions, and higher conversion rates.
- Positive feedback from stakeholders and users reinforces the brand’s market position.