2015, 2019, 2021 – Creative Director, Project Owner
Background
In February 2021, International Flavors & Fragrances (IFF) unveiled a bold new brand identity following its merger with DuPont’s Nutrition & Biosciences business. This strategic transformation called for another redesign of iff.com to better reflect the company’s new vision, purpose, and brand commitments.
Objectives
- Align the website with IFF’s new brand identity and tagline: “Where science and creativity meet”
- Showcase IFF’s leadership in food, beverage, health, biosciences, and scent solutions
- Communicate the company’s purpose: “Applying science and creativity for a better world”
- Improve user experience and navigation for customers and partners
Strategy
The redesign strategy focused on:
- Incorporating visual elements that represent the interplay of science and creativity
- Highlighting IFF’s four main business divisions: Nourish, Scent, Health & Biosciences, and Pharma Solutions
- Emphasizing sustainability and innovation throughout the site
- Streamlining navigation and improving content discoverability
Key Design Elements
- Dynamic Homepage: A visually striking homepage featuring a blend of scientific imagery and artistic elements, reinforcing the “Where science and creativity meet” tagline.
- Interactive Division Showcase: An engaging section highlighting IFF’s four business divisions, allowing users to explore each area’s unique offerings and innovations.
- Innovation Stories: A dedicated space for showcasing IFF’s latest breakthroughs and collaborations, demonstrating the company’s commitment to pushing industry boundaries.
- Sustainability Hub: A prominent section highlighting IFF’s sustainability initiatives and progress towards its “Do More Good” commitment.
- Customer-Centric Navigation: Intuitive menu structure and search functionality to help visitors quickly find relevant information and solutions.
Implementation
The redesign process involved:
- Collaborative workshops with stakeholders from each division
- User research and testing to ensure optimal navigation and content organization
- Development of a new visual language that blends scientific precision with creative flair
- Integration of multimedia elements, including IFF’s new sound logo, to create a multi-sensory brand experience
Results
The redesigned iff.com successfully:
- Reinforced IFF’s position as a global leader in essential solutions
- Improved user engagement and time spent on the site
- Increased inquiries from potential customers and partners
- Received positive feedback from employees and industry peers on the site’s visual appeal and ease of use
Conclusion
The iff.com redesign played a crucial role in communicating IFF’s new brand identity and strategic vision. By effectively balancing scientific expertise with creative innovation, the website now serves as a powerful tool for showcasing IFF’s capabilities and attracting new business opportunities.
