Website Design & Development
Dole had just completed a major branding exercise and came to IE Design + Communications to bring the new strategy online. Their existing site contained content that spoke more to a corporate audience rather than engaging consumers. Additionally, there was an abundance of information that was outdated, poorly displayed and difficult to navigate with links leading to four completely different websites.
We focused on educating consumers about the benefits of eating and living healthy — and the nutritional value of Dole’s expansive line of fruits and vegetables. Four unique audience channels were created to guide website visitors to content that matters most to them. Videos of actors, representing these channels, were shot against a green screen and incorporated into a beautifully illustrated environment where they communicate nutrition facts and lead visitors to additional content. The key was to create an entertaining and educational destination that connects with consumers and presents Dole’s health and nutrition leadership in a content-rich and relevant user experience.
The website design became a true reflection of the Dole brand and mission. By focusing on the user experience we were able to make the browsing of a large, content-rich website fun and easy.