FoodUnfolded

Years of rapid growth and strategy adjustments in response to user requirements had left this platform in chaos. Layers of content, multiple website iterations, and inconsistent messaging meant they had lost sight of their core purpose: to shape a food-literate world. Their fully remote editorial team was stuck without clear direction, struggling to create cohesive content across a fractured ecosystem. 

A new content strategy and efficient processes were urgently required to streamline time from concept to publication, along with a complete overhaul of the brand, website design and structure and all supporting promotional materials, including social media assets.

We brought on our partner, Dardis & Dog, to assist us in auditing the entire content ecosystem to identify gaps and redundancies throughout.

We utilised card sorting and UX testing to rebuild site information architecture and designed simplified editorial workflows and governance framework streams. Following this we developed a content strategy, editorial calendar, and brand-aligned templates, configured Asana for remote team project management and collaboration, and managed end-to-end execution across multiple international stakeholders.

Once these processes were in place, we completely restructured the site content flows and incorporated the new brand marque, colours and guidelines to disseminate the content  in a more user-friendly and user-focused manner.

On application, the new processes and strategies, combined with clear work-flows and check-points ensured that articles and supporting design content were streamlined to provide efficient and effective publication. Content process, strategy and calendars enable writers, designers and the social media team to accurately and efficiently plan launch of seasonal campaigns and content.

The new branding, website design and social media templates provide consistent, quality and coherent branding to ensure that FoodUnfolded adheres to its purpose - providing factual, interesting and useful information regarding food, and food related topics to the general public.

Visit the FoodUnfolded website