Waterson Garner led the charge on the consumer research and brand strategy focus of the project, and our good friend and Principal at Experimenta, Fe Amarante, brought us on with her team to help with brand identity and creative direction. Experimenta and MHD worked alongside Waterson Garner to align consumer insights, brand architecture, positioning, and brand strategy with a new verbal and visual universe for World's Finest Chocolate.
After 9 months of deep collaborative brand work with the World’s Finest Chocolate and our co-creation team, next we'd reimagine the digital world for the brand, beginning with a new e-commerce site for their largest business unit, Fundraising. Our studio had the opportunity to bring to entire new digital ecosystem to life.
Their current e-commerce site was built on Wordpress, with complex legacy Salesforce infrastructure that was put in place several years ago. The entire site was largely constrained by rigid template structures, lacking a modern, sophisticated, and optimized user experience. Additionally, the marketing team was not able to easily update the site, create landing pages, or produce content in a scalable way.
After working through a comprehensive 2-month discovery phase that mapped every piece of their sales, marketing, and e-commerce infrastructure, which presented a series of challenges that we were able to solve for and validate.
The end result was a fully custom marketing and sales site built on Webflow, with custom functionality we wrote to pull Webflow pages into a Salesforce subdomain architecture. This approach allowed them to maintain their Salesforce organizational logic, including payment processing, order dispatching and fulfillment, assignment of sales reps to certain orders within regions, and much more.
They previous had some strong lead generation mechanisms such as their fundraising profit calculator, but all of them relied on external plugins. We rebuilt them from scratch on the site with fully branded interfaces and UX, giving them control and ownership end to end.
We created a dynamic CMS structure so their internal marketing team can create and publish landing pages, blog articles, and fundraising resources.
Our new solution empowers their team to manage and scale marketing and advertising, while serving as the central hub for their new brand launch. They kicked the new site off with a retention campaign and landing page, which generated a $4 million increase from last year. This news made us real happy, of course.
There aren't many things on this earth better than chocolate, so as you can imagine, working on a project like this was a dream come true. And the added perk of having several hundred chocolate bars for "testing" purposes, really was a performance enhancer.
CREDITS:
Waterson Garner - Consumer Insights, Brand Architecture, Brand Strategy
Fe Amarante - Brand Architecture, Brand Identity, Executive Creative Direction
Max Hofert Design - Brand Identity, Creative Direction, UX/UI Design, Website Development
Tiffany Marrello - Brand Identity, Art Direction
Rick Painter - Senior Designer
Superside - Visual Identity Refresh
