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Fairtrade America celebrates products that are sourced ethically. Their website needs to accomplish a lot: explain how Fairtrade works and why it’s important, entice new brands to get Fairtrade certified, and help existing clients tell their own story.
During the strategy phase, we identified Fairtrade America’s primary audiences: prospective brands, existing brands, consumers. We built separate areas of the site for each audience and varied the voice to meet their needs—professional for businesses, a bit more casual for consumers. But we knew they’d all be browsing the entire site, so we cross-promoted sections with content and messaging that appealed to everyone.
When content creators and graphic designers work together, the results are spectacular. Our creative team crafted a visually compelling website that uses design to tell Fairtrade’s story. We used stats to convey key facts and numbered steps to simplify the complex certification process. Then we chunked everything into bite-sized bits of content that are easy to scan, especially on mobile devices.
Fairtrade America’s name posed a unique challenge: “Fair trade” is an unregulated phrase like “all natural” or “organic” that is commonly used by others in their field. We had to overcome the confusion and elevate them from their colleagues. So we put together a plan that positions Fairtrade as the standard bearer and incorporates generic “fair trade” keywords to drive search traffic.
Some pretty big names carry the Fairtrade America label, including Starbucks and Ben & Jerry’s. We prominently display those logos and their products across the site, which enhances Fairtrade’s credibility and supports their partners. Everybody wins.
We built a more robust WordPress experience that’s easy for anyone to use. Content editors can view a sophisticated component library built right into the WordPress interface that displays exactly what each panel looks like. Building pages is faster, more flexible and even fun.
