Cook It Up

The beauty of a globally distributed workforce is the variety of experiences, customs, and perspectives at the table—and one way people love to connect is over food. While members of a global company can't all sit down to a meal together, our client decided to offer a way for them to get to know each other better through their favorite meals. They envisioned sharing a downloadable publication that presented recipes and the personal stories that made each one special. We offered a bigger concept: a microsite cookbook that would achieve the initial goal and could also become part of the company’s marketing assets. Once we were given an enthusiastic green light, we hired an illustrator known for her whimsical, colorful style to create fun and energetic visuals for the site. With her work as our foundation, we crafted an overall look and feel for the digital experience that is consistent with the corporate brand while at the same time pushing it into new expressions. In addition to achieving the project goal, Cook It Up! is now a public website showcasing the diversity of the employee population. It has also added a new element to the brand’s communication channels, helping to express the “human voice” of the company.