Sargento.com was a slow loading flash-based site with dead-links and a confusing navigation. After conducting user testing and ethnographic research our team shifted the focus of the site from general company information to showcase recipes and products. In addition, maintaining overall consistency of navigation and graphics for a fluid user experience was paramount. I art directed a visual aesthetic that both fit the brand’s “authentic” strategy and allows for scalability. The redesign has so far proven successful with a boost in traffic throughout
In addition, I art directed prototypes for various digital applications including an iPad app and news letter.