Case study · Produce
Lipman Family Farms
A produce grower’s site, rebuilt for the businesses that buy from it
The new brand and the buyer-facing site launched before the PMA Fresh Summit 2020
The short version
The brief was two things at once: shift the site from B2C to B2B so it spoke to buyers, and launch Lipman's new brand before the PMA Fresh Summit 2020.
This was my first independent website redesign at Edelman, and I ran every part of it: user interviews, competitive research, information architecture, content strategy, and visual and interaction design. The project kicked off the week COVID-19 sent everyone home, so the whole engagement ran remotely.
The problem
Lipman asked Edelman to redesign and rebuild its website for the businesses that buy its produce, and to show that Lipman sells a service as well as produce.
How can Lipman reintroduce its brand and show buyers the full scale of a family-run produce company? Lipman had grown well beyond what its site showed, and buyers saw only part of what it offers across North America.
What the business needed
- Launch the brand refresh to external audiences before the PMA Fresh Summit 2020.
- Present Lipman as a trusted, long-term partner, through its relationships with its people and its customers.
- Give buyers the information that shows the scale of Lipman's offering, from the farm to the store.
- Attract potential employees, and understand what they're looking for in an employee experience.
How I worked
We rebuilt the site around Lipman's buyers, with the full range of its brands and services in the new brand style.
What I did
- User interviews
- User research
- Competitive and best-in-class audit
- Information architecture
- Wireframes
- Visual design
- Content strategy
- Photography sourcing
- Client presentation and deck
Key design decisions
Lipman's community work, history and client relationships show it as a family company and a good place to work.
Buyers get current product, service, farming and community information, and an interactive map of every location.
Sales contacts are listed by region, so a buyer reaches the right person directly.
The new line, Good From The Ground Up, runs through Lipman's history of produce and service since the 1930s.
Results
The new brand and site launched before the PMA Fresh Summit, with product information and imagery for the whole range, a custom map of every Lipman location, and services and sales contacts by region.
Reflection
This was a big project for one designer on a short timeline. It is where I learned to ask for a second set of eyes early, and why I now build senior review into the plan from the start.
A few pages were built without a design comp, and they drifted from the rest. I would now annotate every template and bring the developers and the content team into the same reviews as the client, so everyone builds to what was approved.