focus on the moments that matter most with sunlight

Overview

Sunlight, a beloved household brand with a rich history spanning over 100 years, recognized the need to evolve beyond the grocery shelves and establish a robust online presence. With a strong foundation in the laundry and dish markets, Sunlight aimed to refresh its digital identity through the development of a modern, responsive website that adhered to newly established brand guidelines. This project marked a significant shift for Sunlight, aligning the brand with contemporary digital trends while ensuring that its legacy remained intact.

Challenges

The primary challenge was to update Sunlight's outdated and unresponsive website to meet modern standards, providing an enhanced user experience across all devices. The goal was to create a platform that not only reflected Sunlight’s new brand identity but also facilitated easy navigation and access to information, thus driving increased traffic to online retailers. The project needed to maintain Sunlight's long-standing reputation while appealing to a new generation of digital-savvy consumers.

Responsive Development: The wireframes were translated into a responsive design, ensuring that the website functioned seamlessly across various devices and browsers. This step was crucial in providing a consistent and accessible experience for all users.

Low-Fidelity Wireframes: The user journey was meticulously mapped out through low-fidelity wireframes, ensuring that the website would be intuitive and user-friendly. These wireframes focused on the core functionalities, such as product search and information retrieval, to enhance the overall user experience.

Cross-Platform Testing: Once the website was developed, it underwent rigorous testing to ensure it operated smoothly on multiple devices and browsers. This testing phase was vital to identifying and resolving potential issues, guaranteeing a flawless user experience.

Application of Brand Guidelines: High-fidelity wireframes were developed, incorporating the newly established brand aesthetics, such as updated colors and graphics. These designs were also AODA-compliant, ensuring accessibility for all users, including those with disabilities.

Launch: Sunlight launched its new website, stepping confidently into the digital age. The modern, responsive platform allowed customers to easily search for their favorite products, boosting engagement and driving traffic to online retailers.

Solutions

To help Sunlight achieve its goals, I worked closely with my team to focus on:

Rebranding: Sunlight's identity was carefully redefined to align with contemporary market demands while staying true to its heritage. This involved defining brand elements and updating templates to create a cohesive and modern look that would resonate with both existing customers and new audiences.

Results

Sunlight's transition into the digital world was a resounding success. The new website, launched in 2019, not only revitalized the brand's online presence but also provided a modern, user-friendly platform that resonated with both longtime customers and new visitors. The enhanced user experience, characterized by intuitive navigation and seamless functionality across all devices, led to increased customer satisfaction. Additionally, the modern design and improved usability of the website significantly boosted traffic to online retailers, driving sales and solidifying Sunlight's market position. The successful rebranding ensured that Sunlight remained relevant in the competitive laundry and dish market, while staying true to its heritage, demonstrating the impact of a well-executed digital transformation in breathing new life into a century-old brand.

MY Project roles

Lead Designer

UX Designer

Collaborators

Creative Director - Katherine Murdick

Senior UX Designer - Fynn Stewart

Agency - Notch Video & North Strategic

Web Development Agency - Henning Solutions

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