ROLE
CREATIVE ART DIRECTION
SKILLS
STRATEGY, CONTENT PRODUCTION, DESIGN SYSTEMS
COLLABORATORS
UX, MARKETING, DEVELOPMENT
ABOUT THIS PROJECT
Food Joy!
Hidden Valley® Ranch, one of the most well-known condiment brands in the United States, faced a growing demand for diverse products and engaging content. The project required a complete site redesign to appeal to a broader audience beyond our primary users, “moms,” to include young pizza lovers and fans seeking fresh, interactive content.
Role and Responsibilities
As the Creative Art Director, I led the strategic ecosystem planning, design innovations, and brand equity maintenance. My role in this redesign, in collaboration with an external agency, was to develop a new look, voice, and tone that would resonate with younger audiences and align
with the marketing team’s and stakeholders' business goals.
Challenges and Solutions
We faced the challenge of shifting our focus from our traditional user base to a younger demographic. Through extensive user testing and data analysis, we identified key preferences and engagement triggers for this new audience. This insight led to the concept of “Food Joy,” which became the cornerstone of our redesigned brand voice.
Innovations and Creativity
We introduced engaging recipes, captivating videos, and social media assets that embodied “Food Joy.” The redesigned site featured UX-informed personalization, product pages, landing pages, a design system, an expanded platform supporting extensive campaign programs, The Ranch Shop, and a gamified rewards program. My team and I utilized agile workflows to ensure seamless collaboration and execution.
Quantitative Impact
The redesign significantly improved user engagement and conversion rates. The comprehensive storytelling strategy expanded Hidden Valley® Ranch’s brand identity, reinforcing our connection with a younger audience and driving measurable business results.
Conclusion
The Food Joy project was a significant milestone in my career, highlighting the power of strategic creativity and cross-functional collaboration. It reinforced the importance of user-centric design and continuous innovation, lessons that continue to shape my approach to future projects.
PROJECT HIGHLIGHTS
- Improved user engagement and satisfaction with a visually appealing, user-friendly interface.
- Enhanced website performance with increased traffic, longer sessions, and higher conversion rates.
- Positive feedback from stakeholders and users reinforces the brand’s market position.
The Piñon Creative is a proud POC, family-owned business with deep cultural roots.
THE SOCIALS
Privacy & Terms