Menu

Once More, With Feeling

Quick Recap
Brand & Web
After years of supporting the company’s sustainability reporting, we helped direct a spirited transformation of Hormel Foods’ Global Impact brand.

When Hormel Foods sought to reimagine how it presented the topic of corporate responsibility, our team helped align their words and visuals with their heart for the planet and society.

45
Pages

We did it!!! Sneha loves it too btw. She has tears.

Theresa Myers Global Impact & CR Communications Leader
Voice and Tone

As we set out to motivate Gen-Zers, we guided Hormel Foods toward a clearer, non-corporate tone.

We helped establish “Better Us, Better World” as the foundational line to build upon. From there, our teams adhered to a layered approach of copywriting:

  1. Leading with aspiration in our headlines and top-level pages
  2. Supporting those ideas with substance through explainer-like descriptions and to-the-point subtopic pages
  3. Creating a lane for policy and legal content beneath it all

Ultimately, our most substantial work was organizing and choreographing the editing efforts across this incredibly deep topic.

Visual Identity

Global Impact’s visual expression was built in tandem with its tone, chasing after a feeling of “humanity”.

Departing a bit from our home base of brand green, black, and white, we developed an “earthy energetic” color story. The key to feeling “human”, however, came down to illustration, which was also a new idea for the site.

We jumped at the chance to partner with MUTI, a creative studio based in Cape Town, South Africa. Not only did they nail the illustration style we were after, but they worked diligently to incorporate some company-specific details that help this feel memorable. Because the artwork is built modularly, Global Impact can be represented by the complete mural or by topic-based vignettes.

Visit Site
More Hormel Foods
Hormel Foods
Recipes
Hormel Foods
Design System Updates