Whole Foods “Values Matter” Digital Experience

For the first time in the 34 year history of the brand, Whole Foods Market has launched a national brand-driven campaign to communicate it’s truly unique value proposition. The traditional aspects of the campaign, (print executions and written tone) were developed directly by our “E Team” (think “C-Suite”) in tandem with an agency partner out of NYC, Partners and Spade. The campaign came down internally to the digital team with only about 4 weeks to launch a fully-integrated digital experience focused on deeper storytelling. A tall order for sure.

As the global Digital CD for the brand, I was a driving force for this phase of the campaign. I was lucky to be an integral part of a talented multi-disciplinary team, from concept through development and launch who were able to all aid in bringing this to life. For my part specifically, I drove concepting around the approach we took, created the visual concepts from which we executed our final launch deliverables, and ended up adjusting and creating many of those final deliverables directly. I also acted as Creative Director on the digital advertising portions of the campaign as well.

Because of our timeline and limited resources, we did also reach out to leverage some agency partners to help with execution and rapid creation of portions of the work, Electric Pulp, Cibo, Acquia and GSD&M were all a part of that group. In some cases, I was even playing “Photoshop Tennis” with the agencies directly, soooo they were solid collaborative partners in the process. Most importantly, our internal creative and development teams were also instrumental in helping with all of this. Big thanks to all of them for their efforts in helping the vision come to life!

The initiative has been LOVED by many audiences and we are currently replacing the main WFM home page with this experience. Though that was not the original plan, it is gratifying to see it so loved. To that end, stay tuned, I will be evolving this to ensure better affordance for users long term.

Here, I will share both the conceptual design prototypes I created at the outset of the initiative for our main landing experience as well as where those ended up in a final state across experiences. This gives a solid visual slice of the conceptual and executional aspects of the work. We are already looking at phase 02 for the experience. I will provide updates as they launch.

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CONCEPT 01 — Parallax scrolling experience designed to give a textured, layered view of the campaign’s messages and keep users engaged. This concept was not selected in favor of our other concept.

Shown Here: Home and Level 2 Pages at Desktop Resolution

valuesmatter_concept01_full
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CONCEPT 02 — A “quilt” of tiled information that allows users to not only explore deeper into our brand stories, but also to participate in the conversation themselves.

Shown Here: Home Page at Desktop Resolution

valuesmatter_concept02_full

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THE FINAL EXPERIENCE — You can see how the look and feel evolved. Please visit WHOLEFOODSMARKET.COM to interact with the full responsive experience.

Main Page + Detail:

valuesmatter_final_desktop_full
Tablet and Phone Sizes + Detail

valuesmatter_final_tabletandphone_full

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Published by David Edward Johnson

A bit about me :: My name is David Johnson. I'm a senior creative with over 20 years of experience. I am currently serving as the Director of User Experience and Product Design at Inmar. Previously, I have served as the Global Digital Creative Director for Whole Foods Market, several agencies at the VP level and co-owned my own agency in New York for seven years. I love genre film, a full range of music, art, kung fu, TM, design, good food and a great joke. I'm based in Austin, Texas and addicted to BBQ.

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