Something Tasty
Fresh Look for a Familiar Favorite
General Mills Reimagines Its Digital Presence
For more than 150 years, General Mills has been delighting consumers with beloved brands like Cheerios, Wheaties, and Betty Crocker.
A beloved household name for generations, was eager to adapt to the ever-evolving digital landscape. By embracing innovation and focusing on the user experience, General Mills aimed to revitalize its brand, enhance customer engagement, and drive business growth.
Challenge
Faced with a stagnant website and a brand identity that no longer resonated with modern consumers, the company recognized the urgent need for a digital transformation. The website had become outdated, poorly organized, and difficult to navigate. The site was not optimized for mobile devices, a critical oversight in today's digital landscape.
Solution
Collaboratively guide General Mills through a comprehensive digital transformation that included the following core objectives:
Modernize the Brand: Create a fresh and contemporary brand identity that reflects the company's values and products
Optimize the User Experience: Design a user-friendly, mobile-first website that provides a seamless experience
Enhance Content Strategy: Develop engaging content templates to connect with target audiences
To achieve these goals, we implemented the following strategies:
Brand Refresh:
Visual identity, including a refreshed color palette, photography, type kit, and pattern library
Created a new visual aesthetic that felt authentic, approachable, and family-friendly
Website Redesign:
Designed a modern, intuitive, and mobile-responsive website
Implemented a clear information architecture to improve site navigation
Client
General Mills
Agency
Paragon Consulting
Role
Lead Designer
Scope
Creative ideation, mood boards, wireframes, user interface, visual design, prototype, GUI design elements, design system, and style guide
Design Credits
Spearheaded the visual direction for the brand’s digital transformation.
I was responsible for establishing the aesthetic direction through two distinct mood boards, aiming to create a fun, authentic, and user-friendly experience.
Design Presentation and Advocacy: Presented and defended design decisions to stakeholders.
Visual Design and Prototyping: Translated approved mood boards into tangible designs, creating initial wireframes and digitizing them into high-fidelity mockups for desktop and mobile
Design System Development: Created a comprehensive design system to ensure consistency across all digital platforms
Project Delivery: Handoff of final design file and brand assets for development implementation
Project Summary
Agency: Paragon Consulting, Cleveland, OH
Position: Lead Experience Design Strategist
Software: Sketch, Miro, Invision, Axure, Jira
Dates: 6/21 - 10/21
