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Shaping an intuitive digital experience around a new narrative celebrating vision & values
Sainsbury's
Sainsbury's
Digital & content strategy
Design & UX
Messaging & tone of voice
Design & development
Copywriting
As a beloved consumer brand, Sainsbury’s was well known for its grocery offering. However, it’s wider offering and company positioning – particularly following the acquisition of the Habitat and Argos brands – was not understood, and its digital estate was out of date, disjointed and not meeting the needs of either internal or external stakeholders.
Sainsbury’s needed a digital overhaul to create a clear, intuitive platform that accurately communicated where the business had come from – and where it was going. It was also vital that key consumer issues – sustainability, sourcing etc. – were fully explored and covered on the group site.
This was a multi-discipline project. I led on the strategy, messaging, tone of voice, copywriting and creative oversight.
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I ran a number of workshops with internal teams (including sustainability, media, HR, PR an design), and pairing this with deep-dive research and a content audit of all existing digital properties, created a new messaging and UX framework. This was based around a clear corporate narrative that brought to life – for the first time – the strategy behind recent acquisitions and future growth, and placed Sainsbury's sustainability work, vision, values and purpose - to help people live well for less - at the centre of communications.
This informed the site redesign, including a new URL structure and retiring disparate microsites. New visual content was created to make it easy for audiences to understand the business and its strategy. Throughout the project, I supported internal content authors by taking on the ‘heavy-lifting’ of content creation for key pages, while creating guides and offering editorial support for other sections.
The project also informed the addition of new data-led, interactive elements around ‘Live Well for Less’ that brings data to life in a way that is in line with the corporate messaging developed.