ISH™ Foods Redesign
2023
Design Direction + UX Strategy + Brand Experience
Transforming a B2B Website into a Consumer-Centric, Crave-Worthy Digital Experience
Digital Design Director
Transforming a B2B Website into a Consumer-Centric, Crave-Worthy Digital Experience
ISH Food creates innovative, sustainable, plant-based seafood with a mission to transform the food system one meal at a time. As the brand grew, it needed a digital presence that could speak to consumers and retailers alike while reflecting its commitment to sustainability and transparency.
I led the creative direction and digital strategy for the redesign, guiding the evolution of the brand's messaging, communication strategy, and website. Directing a team of designers and copywriters, we built an appetite-driven experience that attracted new customers and brought the brand's larger mission to the forefront.
Key Objectives:
01. Engagement-Driven Design: Create a joyful, welcoming site that shed corporate stiffness and highlighted ISH’s innovative plant-based products.
02. Crave-Worthy Messaging: Deliver dynamic, appetite-inducing content that emphasized taste and sustainability.
03. Dual-Audience Appeal: Design a platform that worked for both B2B buyers and retail consumers.
The Challenge:
ISH Food's original site was built for B2B audiences and lacked the emotional pull needed to connect with consumers. The challenge was to reposition it as a consumer-first, appetite-driven platform without losing the functionality retailers relied on.
I set the strategic direction around what truly sets ISH apart: its mission and the sense of community that sustainability creates. Today's consumers don't just buy products, they support causes. ISH needed to connect on a human level and inspire people who want their food choices to make a meaningful impact.
Great-tasting, sustainable seafood alternatives are essential, but the brand's real differentiator is its commitment to bringing people together through food and caring for both the planet and its customers. ISH isn't just about ingredients. It's about a shared sense of purpose.
By building that philosophy into the experience, we created a site that appeals to consumers' appetites and their values, while keeping B2B functionality clear and accessible for retail partners. The result positioned ISH as a brand people could stand behind, not just buy from.
I directed competitive analysis and persona development to shape a user-centered strategy for two distinct audiences: consumers and B2B partners. These insights guided every phase of the redesign and ensured the experience worked for both.
I led the team through three high-fidelity design concepts, each exploring a different way to balance intuitive UX with bold, appetizing visuals. Every direction was rooted in the brand's mission of sustainability, giving the client clear strategic choices while keeping the experience engaging for consumers and retailers alike. The final direction positioned ISH as more than a brand. It became a movement with purpose.
The final design balanced aesthetics and usability, clearly communicating ISH's mission of sustainability and community while driving engagement across both audiences. The refreshed site strengthened ISH's position as a leading voice in the plant-based movement.
After launch, I transitioned the project to ISH's internal team with a clear roadmap for continued growth:
01. Further redesign phases to deepen a cohesive brand experience across all digital touchpoints.
02. Ongoing user testing to incorporate feedback and data and maintain high satisfaction.
03. Post-launch analysis to measure impact and guide future iterations.
While I transitioned the project to their internal team, my vision for further development remains clear. I would have continued overseeing user testing and post-launch analysis to optimize performance and ensure continuous growth.
