You don’t really have a new website if you don’t have new content. In this case, we had both new content and existing content that had been buried in the previous site.- Owen Jones and Partners
While the Nike Purpose team already had a website with a wealth of content on it, much of it had been spun out of their corporate responsibility report that was geared toward shareholders and industry experts. Our breakthrough was realigning the experience with the website’s primary audience—conscious consumers—and developing a content and experience strategy focused on their needs and concerns. This audience focus guided our approach to interactive storytelling, information architecture, and delivering the type of high-touch experience Nike consumers expect.