RedStar
RedStar, Europe's leading tomato specialist, partnered with the Team for a comprehensive rebranding to boost their digital presence. As Design Lead, I directed a global team across the UK, US, and Ukraine to develop a modern, interactive web experience that showcases RedStar's quality and innovation in horticulture.
Art Director
Role
Agriculture
Sector
The Team
Agency
Building foundations
In our initial meeting with RedStar's stakeholders, we zeroed in on enhancing the user experience. I conducted interviews, delved deep into industry-specific research, and analyzed competitors within the tomato market. This groundwork enabled me build structures and workflows that shaped the strategic UX direction for the project.
An interactive experience
Stakeholder and CEO interviews highlighted the expectation for an animation-led site. With this in mind, I designed a site that complemented RedStar's fun, playful brand, working with the motion team to refine a cohesive motion style.
Photography art direction
Working with a studio based in the Netherlands, I provided art direction for the type of shots that would best suit the final vision of the site. The images created are vibrant and striking, with emphasis on people and tomatoes, which are central to the brand's identity.
