To unify Nestlé’s digital ecosystem, we migrated 30+ brand websites into a single platform, establishing a cohesive design system and integrating eight key tools. As Art Director, I led the visual direction, ensuring consistency while maintaining each brand’s unique identity. We began by reviewing brand guidelines for each brand, setting up design styles in Sketch and Zeplin, and creating new digital assets. Two distinct design directions were developed, leveraging a library of 58 components, before refining the selected approach across all site pages.
Key integrations, including PriceSpider, Adimo, and Shopify, enhanced the user experience and streamlined conversions. The PriceSpider implementation allowed consumers to check real-time product availability in-store and online, ensuring a seamless path to purchase across all Nestlé brand sites. Adimo’s integration enabled users to add recipe ingredients directly to their cart, guided by user research on optimal CTA placement.
Through this large-scale migration, we created a unified yet flexible digital presence, balancing brand individuality with a scalable design system.
SCOPE & SERVICES
Art Direction, End-to-End Photoshoot Management from Concept to Production
Creative Direction: Aimee Sealfon, Tom Davie, Cherith Victorino, Joey Mann | Art Direction: Alen Catolico | Agency Partner: MCD Partners | Photography: Brian Wright, Patrick Tregenza, Burkle Hagen, Mike Whepplo