Reimagining Dagrofa.dk
Together with my colleagues in the Experience Design team, we reimagined and redesigned the website for the Dagrofa commercial group. Our goal was to create a sleek, vibrant and multifaceted site that could encompass content from across Dagrofa's consumer retail, enterprise, logistical and commercial operations.
The challenge
Overall, the challenge was that the site needed the ability to tell stories. Both riveting tales of local retail heroes, herald larger sustainability initiatives or explain complex corporate structures. All while being user-friendly and telling a cohesive narrative. To solve this we designed a dynamic visual framework that could house all these types of messaging.
A framework for telling stories
Instead of trying to force everything in under one brand, we focused on framing content and using color to distinguish different forms messaging. This allowed content from vastly different sources, sub-brands and commercial operations to appear cohesive while allowed the user to (relatively subconsciously) to understanding their thematic origin.
This was further emphasized in the article format, where thematic colors worked both ways. Both to help categorize content and providing user with an indication of its meaning even before seeing other parts of the site.
Together with decorative touches like strong typography, drop cap and pictures galleries this allowed articles to tell both small and large stories and dynamically adapt to their specific commercial domain within Dagrofa. And it allowed the site to put people, food and stories at the forefront
Creating order from chaos
Due to the broad variety of users visiting Dagrofa's brand website, a strong structure and hierachy for the site was extremely important. Both job-seekers, journalists or commercial partners required a solid navigational experience.
Our design was intended to easily funnel users towards their relevant business domain and segment the aspects of Dagrofa's complex corporate structure into relevant silos. This created order, structure and understanding from what was previously a chaotic, incohesive reading experience.
