Challenge / Dole revitalized its brand identity and needed to communicate its new focus of health and nutrition on its web site. Content from four separate web sites had to be merged into the new redesign. The web site needed to engage and educate consumers while offering secondary audiences access to corporate and business to business information in an intuitive manner.
Strategy / The process began with a complete understanding of the company’s new brand direction followed with a comprehensive audit of the content and structure across all of the web sites.
With this information, a creative strategy was developed that would transform the web site into a destination for health and nutrition. Disparate information was combined and re-organized into four main channels, making the wealth of knowledge Dole’s content offered easier to navigate. To engage visitors and cross-promote lower-level content, interactive video hosts were produced for each section to share educational health and nutrition information and highlight unique aspects of the site. Features such as an interactive food pyramid, video library, and health calculators were developed.
Results / The destination web site has clearly differentiated the company from its competitors with an innovative and engaging approach while providing access to deep content. The site has received high recognition from customers, Dole corporate businesses and peers.