Helping to Create New Balance
The relationship with the team at Kraft had its beginnings when we collaborated with them on the Jell-O Brand website almost 4 years ago. Working on Balance was quite a challenge because unlike Jell-O, it’s not as easy to classify Balance and it’s offerings into a succinct category. Most people probably know Balance for their line of bars but by the time we started working on the Balance project, they were rolling out a line of exciting new offerings like GOMIX. So it was really quite like trying to take a crisp, accurate photo of a kinetic, moving target. Fortunately, the Balance team and the rest of the staff at Kraft worked with us tirelessly to help figure out how to best represent Balance and help expand its brand offerings on the web. Like most web projects, the biggest hurdle was getting buy-in on a new home page design. We worked with the Kraft creative team to develop a wide range of home page designs that covered the scope of branding priorities Balance wanted to address. The home page also needed to conform to pre-established tech guidelines and be constructed in a way that it could easily be updated by the in-house technical and creative staff. Once the home page was approved, we turned our attention to fleshing out the interior pages. Like the home page, the interior page had technical guidelines and code that needed to be adhered to. Also the bulk of the content to be included into the interior pages was to be dynamic, therefore we had a clearly defined template of areas we could and could not encroach on.
I suppose it’s the nature of the beast in consulting that once you complete a project, you must hand your baby over to the client. As the consultant, you move on and the client continues to maintain the site and make changes to it. It’s always a pleasure to work with the Kraft folks, not only because they are a first-rate team of professionals but also because of the impeccable manner in which they maintain their sites after the initial design launch. As with the Jell-O Brand site, it seems that the Balance site just gets better every time we visit it.
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