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About the Project
BC Dairy is a not-for-profit association representing British Columbia’s dairy farmers, showcasing the pride farmers feel in providing for their community, promoting the values they share with consumers, and highlighting how they’re taking care of BC for future generations.
objectives
- Ensure accessible information architecture for easy content discovery by several unique audiences
- Align visual elements and storytelling with refreshed branding while improving user navigation
- Build out a powerful farm tour locator functionality filtered by user location
- Improve organic SEO search results and boost overall conversion
- Implement a fully responsive solution backed by WordPress CMS
Phase 1
Prototyping
The previous BC Dairy website was stretched as thin as fresh mozzarella with mounds of unorganized content, making it harder than aged gouda for visitors to find clear pathways to content. They came to us for help improving their structure and navigation, while addressing a major rebrand with a fresh design.
This web design project was driven by a combination of serious content strategy and fun design. The content needed better filtering for four separate audiences and the design needed to help those audiences further focus in on areas designed for their unique needs.
Phase 2
Style
Photos of BC farmers with smiling faces beam out from blue components that evoke clear skies, while softened greens provide a grounded feeling area for statistics and important facts to land. Not to be outdone, the new recipes section features mouth-watering images of the many ways to make delicious use of BC Dairy products.
Phase 3
Bringing It Together
The new BC Dairy site uses a tiered main menu and a strong footer menu to distinguish pathways for each audience. Blue elements provide a friendly, open feel to the general public areas, while relevant icons nested in a header pop-out menu steer health professionals and educators to specific, deeper content. Previously scattered blog material is intentionally displayed on audience-specific category landing pages, with their bulky FAQs content now neatly housed in accordion-style slide-outs.
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