The Project

As Design Director at Radish Lab, I had the chance to work with California Certified Organic Farmers (CCOF) on a major web and brand overhaul. Their previous site was sprawling and nested, making it challenging for users to quickly find what they were looking for. 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.