Eric Hart Design
Kraft.jpg

Kraft

Kraft homepage refresh

Summary - Homepage refresh for the Kraft.com homepage.

What it is - Kraft wanted to refresh their homepage with a completely new look and feel. They were looking to use new photography and typography, surface their original recipes and recipe tips, and add unique and modern UI elements.

My role - Sketching, layout, design.

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Kraft: A Touch of Philly banner ads

Summary - Banner ads promoting Kraft’s “Touch of Philadelphia” shredded cheese product.

What it is - Kraft wanted to drive purchases of their “Touch of Philadelphia” shredded cheese product and as part of a multi-prong campaign wanted to produce banner ads.

How it works - All clicks from this banner drive to the Kraft e-commerce site where people can buy Philadelphia cream cheese at a discount. The rich media banner is interactive and allows people to roll over different tabs and click to view and print a recipe for each flavor of cheese.

My role - Concept, art direction, sketching, layout, design.

Animations


Kraft & Feeding America: Huddle to Fight Hunger

Summary - A Facebook game app allowing people to donate meals to Feeding America.

What it is - In September – Hunger Action Month – Kraft launched Huddle to Fight Hunger with a goal of donating 20 million meals to Feeding America. People were able to donate meals by purchasing Kraft brands, liking the Kraft Foods Facebook page, mobile texting, redeeming branded coupons, and getting touchdowns in the Huddle to Fight Hunger Facebook game app. The campaign culminated with a charity football game, the Kraft Fight Hunger Bowl in January. Kraft surpassed their 20 million meals goal.

How it works - The Huddle to Fight Hunger facebook game app is a game in which people answer multiple choice questions. Each correct answer moves the football toward the end zone. Every touchdown is equal to donating one meal to Feeding America.

My role - Sketching, layout, design.

Animation


Kraft: Make Something Amazing webpages

Summary - Pages on Kraft.com that were a part of the “Make Something Amazing” marketing campaign.

What it is - The objective of the "Make Something Amazing" campaign was to change the perception that Kraft uses processed ingredients and to make families feel good about serving Kraft products. Kraft also wanted to update the brand to a more contemporary, inspiring, and approachable tone. Examples of this campaign could be found on the Kraft.com site in the “Recipe for Summer” and “Authentic Italian” pages. Kraft’s goal for both pages was to showcase recipes, videos and content from social influencers. They wanted to use the new homepage as inspiration but leverage the unique “Make Something Amazing” branding and typographic treatments.

My role - Art direction, sketching, layout, design.

Recipe for Summer

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Authentic Italian

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Philadelphia Cream Cheese recipe landing page refresh

Summary - Refresh for the Spanish language landing page for Philadelphia Cream Cheese recipes on Kraft.com.

What it is - Kraft wanted a new, cleaner look and feel, a new header banner, and better surfaced recipes and recipe video content. This design applied to the English language version page as well.

My role - Art direction, sketching, layout, design.

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