"Campbell's does more than soup?"
After a full ecosystem audit, we diagnosed the Campbell's corporate brand with "micrositeitus". None of the 32 brands including Pepperidge Farm, V8, Spaghettios and Prego laddered back up to Campbell's corporate brand. So we reenvisioned, redesigned and re-engineered the Campbell’s digital ecosystem across 32 brands.
Working directly with the clients as well as overseeing a team of three designers, I acted as the Digital Creative Lead and worked on all of the UX and creative for the new digital ecosystem.
CREATING A SYSTEM
I worked closely with the UX and development team to conceive a modular system that could flex across the different brand need states in a responsive environment. The design system is now used whenever a Campbell's brand redesign's their site. Site redesigns using the modular system that have been done thus far include V8, Campbell's Sauces, and Well Yes! Soups.