ACTIVATE EVOLVED BRAND POSITIONING THROUGH NEW WEBSITE DESIGN, VISUALS AND COPY
Partner Chris Pemberton led a redesign of ghirardelli.com to better tell the story of the storied chocolate maker and increase ecommerce revenue. Ghirardelli, founded in 1852, is a trusted leader in the premium chocolate market. Yet the story of Ghirardelli quality, innovation and the joy experienced by customers on a daily basis was not reflected in the digital brand identity.
The project aligned internal stakeholders around a mobile-optimized site that included stunning chocolate visuals and evocative copy that engages and inspires. Workstreams included wireframing, content strategy, design, copywriting and multiple photo shoots. The project team was challenged to navigate two competing goals: drive more profitable ecommerce revenue while achieving more “top of the funnel” brand awareness and messaging goals.
The team pursued a strategy of “branded commerce” that fully leveraged the power of the brand and allowed the digital commerce team to focus on commerce-specific conversion goals while creating a platform for brand marketing campaigns to flourish and engage visitors. Key metrics such as bounce rate, conversion rate, campaign engagement rate and cart abandonment all saw improvements after site launch.