One steadfast theme of my work at Whole Foods Market has been evolution. It is the process of listening to both user needs and the ever-changing the needs of the brand and adjusting the product to match that keeps things alive and very well targeted.
Since I had posted the initial development of the Values Matter campaign here, I thought I would post its evolution as well.
Very recently, I led the creative for the first phase of a revamp of the campaign in the digital space along side partners across the marketing organization. I am sharing the new landing experience here. This will be a part of a large rich media push, content effort and storytelling initiative and will change as the campaign grows and progresses.
The design strategy here offers an immersive and cinematic approach to the content. This underscores the broad brushstrokes of the campaign at large while communicating both the richness and tactility of food and the dappled sun and warmth of a sunny summer’s day. I personally created the overall style for this phase of the campaign and have been thrilled to work with talented internal design support for input and to bring it to life.
This is a very bespoke approach, tailored to specific action goals and KPIs as well as the stories we are telling. It will evolve and change as the campaign winds its way through the summer.