eCommerce
Ocean Spray
Role
This was a product I created for Ocean Spray during my time at Ceros as Senior Visual Designer. I was the only designer for this product.
Scope
Led, pitched and designed the Super Bowl campaign website for Ocean Spray; All That Power.
Highlights
This landing page received 500+ million total views across desktop and mobile from the Super Bowl alone. This design went on to spearhead the rebrand on Ocean Spray and UI from this campaign is still utilized.
Background
Ocean Spray is an American agricultural cooperative of growers of cranberries. My team was prompted to create a website that would be the first and last stop for their new campaign, “All That Power”.
This was a fun one. Ocean Spray was in the middle of a branding revamp and with a Super Bowl commercial spot steadily approaching. Reimagining traditional branding into a playful but familiar experience. Here was the ask:
Reimagine Traditional Branding
Ocean Spray partnered with another agency to provide some art direction for the new branding but gave our team creative reign. I did a massive competitive analysis for Super Bowl campaigns and enterprise rebrands but nothing felt as current. This lead me to explore more playful, deconstructed design. Ocean Spray was dismantling its long-standing branding to lean into something more modern – I needed to illustrate that through this website.
Super Bowl Conversion
This product was the first stop for consumers from the Ocean Spray Super Bowl commercial and the launch of a rebrand for a 90 year old company.
Evergreen UI
A large part of Ceros is ensuring that clients can adopt and utilize the project outside of the help from professionals. Despite the complexities of the site, every component is meant to be utilized again. Whether as micro-content or repurposed into another multipage state, every component is reclaimable.
Ideation
Modernization
Ocean Spray provided my team with user insights. The insights revealed that tested consumers were familiar with the traditional Ocean Spray branding and messaging. This pushed my focus to not isolating these users but finding a way to marry the establish branding to the modern redesign.
Defining Scope of Work
After sharing this sketch, a prototype of sections and a breakdown from the provided insights – we agreed to give every section even weight and adding a section that focuses only on socials.
Challenges
Once all feedback was received and I could begin designing, I found it difficult to continue with my proposed design. "About Us" felt complicated and flat. Collapsing "Recipes" into a custom accordion was adding an unnecessary amount of development time to a tight timeline. Instead of sticking with a design that no longer fit, I took a step back and pivoted to the designs below.
Prioritization
Product Carousel
The original sketch featured this as a half section with a similar layout. Ocean Spray came to us with 9 featured products instead of the original 6 scoped products. The team agreed to feature all 9 products and I used this as an opportunity to feature the imagery the consumers deemed as classic Ocean Spray.
Recipes
Instead of just linking to recipes, we created a section that felt like recipe cards. The UI is acting as a marriage between the new and old – appearing in classic Ocean Spray coloring but on hover revealing the modern rebrand.
Social Media Spotlight
This concept was a group effort. Consumer feedback around Ocean Spray utilizing influencers and everyday people in their content revealed to be relatable. We took that and created an evergreen module that can be automated to feature posts directly from their socials or capped by their creative team.
Results
Universal UI and Pilot Signed
Ocean Spray signed on to Ceros based on this pilot and is still utilizing elements of my UI on their site.
Page Views
This landing page received 500+ million total views across desktop and mobile from the Super Bowl alone. This design went on to spearhead the rebrand on Ocean Spray.
Client Success
Ocean Spray was beyond happy with the final result. Even before launching the site officially, the user testing went so well that my team didn't receive any feedback or amends after shipping.