PROJECT OVERVIEW
Led the revitalization of JoeFresh.com’s digital creative direction, modernizing visual storytelling, eCommerce catalogue presentation, and customer experience through dynamic content enhancements and updated UX/UI best practices.
CHALLENGE
Refresh JoeFresh.com’s visual design identity and online shopping experience to create a more modern, authentic, and aspirational product catalogue and customer journey, while optimizing engagement across digital touchpoints.
STRATEGY
• Developed an updated brand style guide detailing new photography and art direction standards, UX/UI content hierarchy enhancements, and elevated category page and landing page frameworks.
• Vetted and onboarded a new production vendor capable of executing the revised creative direction at scale across eCommerce assets.
• Integrated on-figure video content for featured product pages to enhance engagement and boost purchase confidence.
• Modernized photography direction by introducing natural posing, authentic expressions, and graphic overlays to build a more relatable, energetic brand experience.
• Applied strategic visual UX/UI refinements across category landing pages, product views, and checkout paths to improve navigation and content clarity.
Complete update of creative and photo direction.
Excited to have revitalized Joe Fresh’s digital creative direction, laying the foundation for a more modern, customer-centric brand experience online.
