Parkday’s audience was central to every decision. We chose to emphasize the brand (more than usual) in the product because it’s consumer-facing.
Tressa Janes, Brand Designer, used illustrations to show Parkday’s process. “The illustrations show everything that happens before your food gets to you. It’s curated by a system that works,” Tressa said. “You see farm to table, the quality chef creating your personalized meals, the metrics that happen behind the scenes, delivery, and finally the satisfying lunch you can enjoy with coworkers.”
Meghan Pfeifer, Senior Product Marketer & Brand Strategist, highlighted the value of the illustrations to the product. “We wanted to create something that was modern and simple. It needed to speak to buyers and users in both marketing materials and the product — on the website and in the app.”
We refreshed Parkday’s messaging to help them better resonate with both buyers and users. “Parkday’s messaging needed to speak to a few different audiences in different ways, but we knew it would be easy to rally everyone around a common love: food,” said Meghan.
For Parkday’s product, the first impression is everything. Because of this, we paid special attention to the experience of signing up for the product. “It’s got to be easy, intuitive, and enjoyable,” Jon Moore (Principal, Product Design) said. “After they’ve signed up, users need to have the power to experience the product at their own pace. And we gave them that.”