SoyVay®

ROLE
CREATIVE ART DIRECTION, DESIGNER

SKILL
CONTENT PRODUCTION. PRODUCT DESIGN

COLLABORATORS

UX, DEVELOPMENT, MARKETING

ABOUT THIS PROJECT

Culture Fusion!

SoyVay®'s website blends Jewish and Chinese influences, creating a hub of culinary inspiration and delicious marinade product pages. Users can purchase products, watch inspirational recipe videos, and learn hacks and tips that extend to social outlets. New recipes were informed by high-ranking recipes, traffic, and trending recipe data.

Role and Responsibilities
As the Creative Art Director and Designer, my task was to expand the newly launched website, which did not have a design system and was in the middle of a content refresh.

Challenges and Solutions

With a small budget and minimal resources, I took on the designer role to create the design systems and grow its visual and content language. I also put trending and high-ranking recipes into studio production, creating photography and bite-sized videos. These were added to the website's most trafficked section, the recipe pages.

Innovation and Creativity
The SoyVay® brand has always been light-hearted, reflecting a blend of two cultures. The directive was to retain its modern twist and playful spirit throughout its responsive interactions, appealing to new and loyal audiences. As users continued to be inspired by fusion recipes, the focus was to refresh the recipe content catalog and enhance the brand’s playful and experimental narrative. This was achieved by producing bite-sized video and food photography content, increasing its digital footprint traffic, and driving cart conversions.

Quantitative Impact

The project successfully captured the blend of Jewish and Chinese influences, creating a unique culinary hub. User engagement was enhanced through features like product purchases, recipe videos, and cooking tips. The redesign retained the brand’s playful and experimental spirit, appealing to new and loyal audiences. We increased the website's digital footprint by refreshing the recipe content catalog, boosting traffic, and driving cart conversions. Additionally, I directed a multidisciplinary team to produce engaging bite-sized video content, further enhancing the brand's reach and impact.


Conclusion

I enjoyed working on a project with a rich history and a commitment to staying true to its roots. The design is aesthetic, with bold colors, pattern combinations, and a playful spirit, appealing to my personal design sensibilities. This project was both challenging and rewarding, showcasing the power of cultural fusion in digital design.

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