Clif Bar wanted to redesign their much loved but outdated site. Playing off the concept “Nourish. Innovate. Advocate.” the site reinforced the brand with inspiring outdoor imagery, enticing product shots and a plethora of lifestyle content from good nutrition to training for a marathon. Using crowd sourcing and social networking, before the rise of Facebook and Twitter, the design told the company’s story through honest customer product reviews, inspiring testimonials and candid blog posts. Although the overall visual design was not selected many of the concept’s strategic improvements where implemented with great success.
