FRESHLY · BRAND + CONTENT STRATEGY
designing a brand values landing page.
I led the content strategy and design for a Why Freshly landing page that brought nutrition, convenience, and taste together.
CONVERSION KILLER
The old page was a dead end.
The original Nutrition Philosophy page predated me. It had been hidden after low conversion, leaving marketing, product, and brand teams without an evergreen destination for one of its most important differentiators: how the company thought about nutrition and how that thinking shaped its meals. I gathered input from Freshly’s co-founder and in-house nutritionist, and used the old page for reference.
ONE WEEK, MID-REBRAND.
A small page with a big job to do.
My original recommendation was bigger than a landing-page redesign: weave the nutrition philosophy and brand story throughout the site and acquisition experience. The company had just initiated a rebrand, though, so the interim directive was to capture it all on a single page—and quickly.
With stakeholder input and the old page for reference, I created a new creative brief to help turn a lot of moving information into a shared set of decisions for product design and brand to agree on.
Tell the whole story.
Nutrition was the starting point, but convenience and taste also needed to feel like intentional parts of the product.
Clean up the claims.
Outdated health language—including claims like “all natural” and “healthy”—shouldn’t be carried forward.
Speak to two audiences.
The page had to make sense to prospective customers and to current customers who were already familiar with the product.
Give the story somewhere to go.
The old page had no clear return to the funnel. A new experience needed an actionable next step.
FROM INPUT TO STRUCTURE
Before we designed the page, I designed the concepts.
I developed two possible content structures. One leaned on stats and numbers, like an infographic. The other used Freshly’s trio of value propositions—convenience, taste, and nutrition—as the spine of the story. We chose the second because it gave the page a clearer narrative but used an infographic structure that could hold both evidence and personality.
I wanted the number three to act as an organizing device throughout the experience, helping people move down the page with the rhythm of “three.”
ITERATION
finding the right balance for a quick launch.
Product design and I worked through multiple versions. The challenge was finding the clearest way to tell our brand story. Early concepts struggled with the hero and with fitting the nutrition information into a plate infographic without flattening the thinking behind it.
I wanted the experience to feel lighter and more interactive than the old page, while still preserving enough substance to make Freshly’s principles credible.
FROM INPUT TO STRUCTURE
the “final” version.
Ultimately, we agreed to launch with a V1 that we could fast-follow with more interactivity built in.
PROGRESSIVE DISCLOSURE
The details were there when someone wanted them.
Below the hero, interactive cards let us keep the first read short while giving customers a way to dig into why specific nutrition principles mattered. Sources could live inside the expanded state rather than interrupting the main story.
That gave the page more credibility without turning it into a wall of nutritional copy, footnotes, and qualifications.
VOICE + INFORMATION DESIGN
warm by design.
On the page’s lower half, we paired a plate infographic with a more narrative explanation that reminded customers that there were people behind the brand. I used headers to connect the points, shorter supporting copy to go deeper, and a warm, direct voice to keep the information from feeling clinical.
The repeated “we” language helped the philosophy feel less like a list of rules and more like someone walking the customer through the thinking, and maintained the “three” rhythm to move them down the page.
CALL TO ACTION
A HAPPIER PATH.
At the bottom, we created different CTAs for logged-in and logged-out customers. For a prospective customer, the page could now move directly into choosing meals—the first step of the acquisition funnel—instead of simply stopping after the brand story.
READY TO LAUNCH
THE REAPPEARANCE OF A REFRESHED PAGE.
In a week, we turned an outdated, hidden nutrition page into a clearer brand story with an actual path back to the product.
The finished experience gave Freshly an evergreen place to explain its principles, made dense nutrition information easier to explore, and connected that explanation to a useful next step for both current and prospective customers.
It’s also a good example of the kind of work I do: zoom out from a seemingly simple (but a little half-baked) request for copy, find the larger information and business problem underneath it, and help shape the structure that will bring everything together clearly (and quickly!).