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Whole Foods: Website Redesign

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From the initial pitch to the final concepts, I was the art director on this redesign project. Collaboration between all disciplines, UX, development, creative, account service, was greatly utilized.
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  • LIVE SITE
     
     
    THE PITCH
    An all out creative pitch. Ask was to be fun and energetic without being realistic. We were
    to have fun and surprise them. All while thinking of how we could bring the mentality of a
    personalized community, like your local Whole Foods Market, online. A pure utopia of sorts.
    Oh yeah, all in 4 days.
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    THE CONCEPTS

    Option A - Gritty Premium
    Insipired by the weekly coupons printed on newspaper that most WF customers were
    familiar with. By infusing that tactile, gritty quality with premium, mouth-watering cut-out
    imagery, this concept acknowledged the premium price guests often pay while still feeling
    obtainable and every-day.
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    Option B - In-Store
    Insipired from that first impression of Whole Foods. Food porn everywhere, with amazing
    textures throughout the store. This concept brings the in-store look, feel and vibe directly to
    users miles away on the desktop computer and mobile devices. This was the chosen concept.

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