Project Background

Ecocitrus, a pioneering cooperative in the organic production of citrus juices and essential oils in Vale do Caí, Rio Grande do Sul, required a digital presence that would reflect its core values of cooperative work, sustainability, and the organic nature of its products. The project was developed in partnership with Cultivo Agency, with a focus on creating a website that would serve as both a branding tool and an information hub for the cooperative’s diverse audience, including consumers, partners, and other stakeholders.

The primary objective was to design a website that visually communicated the cooperative’s emphasis on people over industrialism, aligning with Ecocitrus's brand identity. The design process was guided by the principles of lightness, clarity, movement, fluidity, and modernity. These concepts were central to creating a site that not only looked appealing but also conveyed the strength and uniqueness of the Ecocitrus brand.

The layout and design were crafted to be organic and modern, reflecting the natural and sustainable focus of the cooperative. The design language incorporated fluid shapes, soft color palettes, and clean typography, all contributing to a cohesive visual identity that mirrored the values of Ecocitrus.

My Roles & Responsibilities

As the Web Designer for this project, I was responsible for:

• Visual Design: Developing a visual identity that reflects the organic and cooperative nature of Ecocitrus, ensuring that the design aligns with the brand's ethos.
• Layout Development: Creating a layout that embodies lightness and fluidity, using the company's logo as a foundational element for the design.
• Web Development: Implementing the design using WordPress as the content management system (CMS), with additional functionalities developed using JavaScript and jQuery to enhance interactivity and user experience.

Deliverables

• [✔] Visual Identity & Style Guide
• [✔] High-Fidelity Mockups
• [✔] WordPress Theme Development
• [✔] Interactive Elements with JavaScript and jQuery

The Key Problem

Ecocitrus needed a website that would distinguish it from industrial producers by highlighting its cooperative model and commitment to organic practices. The challenge was to design a site that was both modern and organic, embodying the cooperative's values while providing a seamless user experience.

Why we chose to address this problem:

The website was an essential tool for communicating Ecocitrus’s brand values and reaching its audience in an increasingly digital world. It was crucial that the design not only attracted visitors but also effectively conveyed the cooperative’s mission and identity.

The Solution

Visual Design & Brand Alignment

The visual design process began with an exploration of Ecocitrus’s brand identity, focusing on creating a digital experience that reflected the cooperative’s emphasis on sustainability, community, and organic production. The design was heavily inspired by the natural shapes and colors found in citrus fruits, with a soft, fluid aesthetic that echoed the cooperative’s values.

Layout & Information Architecture

The layout was structured to guide users through the Ecocitrus story, from its origins as a cooperative to its current operations. The site’s information architecture was organized to be intuitive, ensuring that users could easily find information about products, cooperative initiatives, and sustainability practices.

The layout featured large, organic shapes and sections that flowed naturally from one to the next, symbolizing the fluidity and interconnectedness of the cooperative’s operations. The color scheme was light and fresh, using oranges, greens, and whites to convey a sense of natural purity and freshness.

WordPress Development

The site was developed using WordPress, chosen for its flexibility and ease of use in managing content. A custom WordPress theme was developed to implement the unique design, with additional customizations made using JavaScript and jQuery to create interactive elements that enhanced the user experience.

Key Features

Product Catalog

• Displaying Ecocitrus’s range of organic products with descriptions and images.

Cooperative Stories

• A section dedicated to sharing the stories of the people behind Ecocitrus, highlighting the cooperative’s focus on community and collaboration.

Sustainability Initiatives

• Pages dedicated to educating visitors on the cooperative’s sustainable practices and environmental impact.

Takeaways

The Ecocitrus website successfully embodies the cooperative’s values of sustainability, community, and organic production through its thoughtful design and development. By aligning the visual and interactive elements with Ecocitrus’s brand identity, the site not only serves as an effective digital marketing tool but also as a platform for educating users about the cooperative's mission and products.

The project reinforced that visual identity is not just an aesthetic choice but a reflection of the brand’s core values. The integration of interactive features using JavaScript and jQuery added depth to the user experience, making the site engaging and informative.

The successful deployment on WordPress demonstrated the platform’s capability to support a robust, scalable website that meets both current and future needs. This project highlighted the importance of flexibility in design and development, allowing the Ecocitrus team to easily manage content while maintaining the integrity of the site’s design.