The organization had built its existing brand and communications on dead-reckoning. To guide our new direction with data-backed insights, we designed and executed a national research program that combined qualitative and quantitative across 20 geographical markets, three unique audience segments, and a spectrum of demos and psychographics. 

This research-driven approach facilitated alignment across the senior leadership team and board committee as we moved rapidly through audience definition and positioning exercises.

Working from the already tested “Good Food for Good” mantra, we used research insights to bring nuance to how we wanted to serve our audiences, which included industry, consumer, and support segments. 

Crystallizing each segment’s unique perspectives and needs brought clarity to a newly crafted “Brand House” composed of a Mission Statement, Value Proposition, Core Values and Brand Pillars.

Building off of a newly minted brand strategy, our design team begin the process of auditing the JBF visual and verbal brand and developing a cohesive identity inclusive of a new wordmark, type system, written voice, and color palette.

Working with existing data systems, including Salesforce for CRM, Squad Up for ticketing, Classy for donations, and an awards database dating back over 20 years, our technical challenge was to design an architecture that could key connect systems and reformat data sources to power both a modern publishing workflow. 

The newly formatted and extensible architecture enabled our design team to unlock new revenue-generating opportunities through newly invented digital services. 

We also introduced Sanity as the core content management platform to aid in usability for a matrixed marketing team responsible for ongoing event management, news, and content publishing. 

For the site design and build, we employed a hybrid waterfall agile process. As the site’s architecture reflects a significant evolution in the way the organization operates and is organized, we took extra care in the architecture of information and content strategy. With alignment around an entirely new sitemap with newly defined category labels, our team transitioned into an agile process in which atoms, components, and modules were constructed into a digital design system to guide our engineers on an iterative build, demo, and testing process.