General Mills Website Redesign

Households throughout the world have grown up on General Mills brands, but, as a corporate citizen, they weren’t telling their story. They realized a redesigned corporate website would provide just the platform they needed to give consumers, influencers, and investors a glimpse into the corporate narrative. A story that would reveal the personality behind General Mills and express the company’s committment to innovation as well as environmental and social responsibility. Olive leveraged colorful photography, a modern layout, and interactive design to create responsive, exciting templates that engaged users at every level.

Services:
  • Concept
  • Content Strategy
  • Design
  • Development

Challenge

Despite a storied history, unfolding over more than a century, General Mills’ brand narrative remained ostensibly untold. They had excelled when it came to sharing the stories behind their more than 100 individual brands. The Pillsbury Doughboy and Green Giant had become arguably as recognizable as Mickey Mouse, but households still knew very little about the brand behind the brands.

Strategy

The entire team at Olive & Company worked closely with the General Mills group to create a content plan, site architecture, and wireframes that maintained a simplified approach to navigation and layout, but still allowed the site to present the brand’s abounding corporate story in a meaningful way.

Results

Upon completion of the project, we delivered final site code that met General Mills’ internal standards and expectations, ensuring a smooth transition to the company’s internal development team. Soon after the code was delivered and the General Mills development team integrated our templates into their SiteCore platform, the company launched an engaging site, featuring a magazine-style homepage that gave them the opportunity to highlight their greater brand story. Through our responsive design efforts, we were able to bring this elevated brand experience across all platforms from desktop to mobile.

The new design lets us tell stories that give people insight to our company on topics such as health, innovation, global responsibility, company financials, and, of course, our brand. It also presents stories from sources outside the company, so visitors can read what others are saying about us.

– Jim Thielman, global communications web manager at General Mills