Vegetarian Consumer
Vegetarian Consumer
Vegetarian Consumer
Vegetarian Consumer
Association
Association
Association
Association
2024
2024
2024
Client: VCA
Client: VCA
Client: VCA
/General Assembly
/General Assembly
/General Assembly
PROBLEM
PROBLEM
PROBLEM
The Vegetarian Consumers Association (VCA) aims for authority in vegetarian and vegan sectors, but its website undermines credibility with unclear messaging, a weak call-to-action, and insufficient information. It needs a rebranding and overhaul to improve trust and engagement.
The Vegetarian Consumers Association (VCA) aims for authority in vegetarian and vegan sectors, but its website undermines credibility with unclear messaging, a weak call-to-action, and insufficient information. It needs a rebranding and overhaul to improve trust and engagement.
The Vegetarian Consumers Association (VCA) aims for authority in vegetarian and vegan sectors, but its website undermines credibility with unclear messaging, a weak call-to-action, and insufficient information. It needs a rebranding and overhaul to improve trust and engagement.
The Vegetarian Consumers Association (VCA) aims for authority in vegetarian and vegan sectors, but its website undermines credibility with unclear messaging, a weak call-to-action, and insufficient information. It needs a rebranding and overhaul to improve trust and engagement.
GOAL
GOAL
GOAL
The primary objective was to rebrand VCA and redesign its website to establish it as a trustworthy and professional authority in the field. This involved creating a solid visual identity that resonates with the target audience and effectively communicates VCA's mission and services.
The primary objective was to rebrand VCA and redesign its website to establish it as a trustworthy and professional authority in the field. This involved creating a solid visual identity that resonates with the target audience and effectively communicates VCA's mission and services.
The primary objective was to rebrand VCA and redesign its website to establish it as a trustworthy and professional authority in the field. This involved creating a solid visual identity that resonates with the target audience and effectively communicates VCA's mission and services.
The primary objective was to rebrand VCA and redesign its website to establish it as a trustworthy and professional authority in the field. This involved creating a solid visual identity that resonates with the target audience and effectively communicates VCA's mission and services.
How might we design an engaging and intuitive platform that effectively communicates the Vegan Consumer Association’s mission while encouraging users to explore and take action?
How might we design an engaging and intuitive platform that effectively communicates the Vegan Consumer Association’s mission while encouraging users to explore and take action?
How might we design an engaging and intuitive platform that effectively communicates the Vegan Consumer Association’s mission while encouraging users to explore and take action?
WHAT I DID
WHAT I DID
WHAT I DID
Brand Personality Mapping
Brand Personality Mapping
Brand Personality Mapping
Identified descriptive words to encapsulate VCA's essence, aiming for a brand that serves as a guide, teacher, and mentor. The desired attributes were professional, authentic, natural, modern, and approachable.
Identified descriptive words to encapsulate VCA's essence, aiming for a brand that serves as a guide, teacher, and mentor. The desired attributes were professional, authentic, natural, modern, and approachable.
Identified descriptive words to encapsulate VCA's essence, aiming for a brand that serves as a guide, teacher, and mentor. The desired attributes were professional, authentic, natural, modern, and approachable.
Incorporated animated transitions and parallax scrolling to create an immersive timeline visualization of 30 years’ worth of performances. Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive.
Mood Board Creation
Mood Board Creation
Mood Board Creation
Developed a mood board reflecting the identified brand attributes to guide the visual design process.
Developed a mood board reflecting the identified brand attributes to guide the visual design process.
Developed a mood board reflecting the identified brand attributes to guide the visual design process.
Organized content to help users discover performances by genre, delve deeper into content features, and easily browse through the chronological archive. dynamic timeline controls that made browsing intuitive and engaging.
Logo Redesign
Logo Redesign
Logo Redesign
Addressed issues with the initial logo by incorporating eating utensil symbols shaped into plant-like forms to symbolize vegetarianism, using thick lines to convey a friendly and approachable aesthetic.
Addressed issues with the initial logo by incorporating eating utensil symbols shaped into plant-like forms to symbolize vegetarianism, using thick lines to convey a friendly and approachable aesthetic.
Addressed issues with the initial logo by incorporating eating utensil symbols shaped into plant-like forms to symbolize vegetarianism, using thick lines to convey a friendly and approachable aesthetic.
Explored navigational patterns, including an interactive bento box grid for articles and crafted a thematic narrative that allowed users to ‘travel’ through The Esplanade’s history.
Style Guide Development
Style Guide Development
Style Guide Development
Established a design style guide to ensure consistency across the site and future publications, selecting bright, cheerful colors with higher chroma to differentiate VCA from competitors.
Established a design style guide to ensure consistency across the site and future publications, selecting bright, cheerful colors with higher chroma to differentiate VCA from competitors.
Established a design style guide to ensure consistency across the site and future publications, selecting bright, cheerful colors with higher chroma to differentiate VCA from competitors.
Established a design style guide to ensure consistency across the site and future publications, selecting bright, cheerful colors with higher chroma to differentiate VCA from competitors.
Website Redesign
Website Redesign
Home Page
Home Page
Home Page
Adopted a mobile-first approach with a simple, minimalistic layout, sequencing sections to convey a cohesive narrative starting with VCA's mission statement. Ensured the consultation booking button was readily accessible.
Adopted a mobile-first approach with a simple, minimalistic layout, sequencing sections to convey a cohesive narrative starting with VCA's mission statement. Ensured the consultation booking button was readily accessible.
Adopted a mobile-first approach with a simple, minimalistic layout, sequencing sections to convey a cohesive narrative starting with VCA's mission statement. Ensured the consultation booking button was readily accessible.
Adopted a mobile-first approach with a simple, minimalistic layout, sequencing sections to convey a cohesive narrative starting with VCA's mission statement. Ensured the consultation booking button was readily accessible.
Article Page
Article Page
Article Page
Implemented an accordion drop-down format for articles to enhance navigation and user engagement.
Implemented an accordion drop-down format for articles to enhance navigation and user engagement.
Implemented an accordion drop-down format for articles to enhance navigation and user engagement.
Implemented an accordion drop-down format for articles to enhance navigation and user engagement.
Results
Results
Results
The final iteration received positive feedback, with comments highlighting the effective logo design, impactful color combinations, and overall professional look and feel. The redesign successfully positioned VCA as a credible and approachable authority in the vegan and vegetarian community.
The final iteration received positive feedback, with comments highlighting the effective logo design, impactful color combinations, and overall professional look and feel. The redesign successfully positioned VCA as a credible and approachable authority in the vegan and vegetarian community.
The final iteration received positive feedback, with comments highlighting the effective logo design, impactful color combinations, and overall professional look and feel. The redesign successfully positioned VCA as a credible and approachable authority in the vegan and vegetarian community.
The final iteration received positive feedback, with comments highlighting the effective logo design, impactful color combinations, and overall professional look and feel. The redesign successfully positioned VCA as a credible and approachable authority in the vegan and vegetarian community.
What's Next
What's Next
What's Next
User Testing
Conducting comprehensive user testing to gather feedback from actual users, ensuring the design meets their needs and expectations.
Conducting comprehensive user testing to gather feedback from actual users, ensuring the design meets their needs and expectations.
Conducting comprehensive user testing to gather feedback from actual users, ensuring the design meets their needs and expectations.
Conducting comprehensive user testing to gather feedback from actual users, ensuring the design meets their needs and expectations.
Content Expansion
Developing more in-depth content about VCA's services and resources to provide greater value to users.
Developing more in-depth content about VCA's services and resources to provide greater value to users.
Developing more in-depth content about VCA's services and resources to provide greater value to users.
Developing more in-depth content about VCA's services and resources to provide greater value to users.
Interactive Features
Incorporating interactive elements, such as forums or live chat, to enhance user engagement and community building.
Incorporating interactive elements, such as forums or live chat, to enhance user engagement and community building.
Incorporating interactive elements, such as forums or live chat, to enhance user engagement and community building.
Incorporating interactive elements, such as forums or live chat, to enhance user engagement and community building.