Web Design & Brand Refresh
California Certified Organic Farmers (CCOF)
Design Director: Sitemap, Wireframes, Branding, Creative Direction, and User Interface
Lead Designer: Branding and Creative Direction
A Radish Lab Project
Role & Responsibilities
California Certified Organic Farmers (CCOF)–a leader in the organic community focused on advancing organic agriculture for a healthy world through organic certification, education, advocacy, and promotion–had reached the limits of what their brand and website could do for them. Centering on simplicity and clarity, their new digital presence aims to evoke a breath of fresh air.
A Refreshed Brand
Pruning and thinning
The Problem: CCOF had a well documented brand, but it had grown in all directions with over 10 fonts and 10 colors without clear, easy to follow rules on how to use them.
The Solution: Maintaining the integrity of their existing brand was important to the CCOF team, so rather than exploring new fonts the focus pivoted to which of the existing list were most functional without sacrificing personality. The color palette edited out any colors that were too challenging or restrictive to use from a WCAG compliance lens, leaving them with rich teals, bright greens, and a pop of sunny yellow to play with.
From sprawling to structured: a shiny new website
The Problem: The previous site was sprawling in all directions, often including nested pages with separate navigation and without a direct path back to main pages, making it challenging for users to quickly find what they were looking for and to find something again.
The Solution: Through a robust user experience process with an emphasis on a lean sitemap and improved taxonomies, the new site creates a cleaner, clearer path for new and old users to find what they’re looking for. While the CCOF team felt comfortable and confident with their brand, they knew they needed to streamline how it was being used. Through the creative direction process, I led their team through exercises to hone in on what parts of their palette and robust typography library best fit with this new era. The final product marrying the improved user experience and simplified branding resulted in a true breath of fresh air experience.
Website Design
In my capacity as Design Director, I’m responsible for writing and managing. the production of all case studies. To read more about the process for this project, check out the official Radish Lab case study here.
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