Freshpet  |  Website Refresh

The internet is an ever changing place, so when my team was briefed on updating our owned site freshpet.com I jumped at the chance to lead the project. We spent 3 months in production, 3 months in development, 1 month in QA and launched in August of 2023, one of the most compressed timelines for a project of this size i’ve ever worked with. 

It was a massive undertaking, we developed a brand new design system from the ground up to be mobile first, picked a completely new CMS, we needed to redo all of our photo and video assets to live into our new visual style, we needed to reframe our tone of voice for the future, and most importantly, we really needed to elevate the brand.   

This website update translated into increased engagement with average time spent on-site growing 250%, empowering Freshpet to amplify their marketing efforts and hit our household growth numbers for 2023. Our bounce rate went from 44% to 31%. From a sales POV, Net sales increased 29.9% to $215.4 million for the fourth quarter of 2023 compared to $165.8 million for the fourth quarter of 2022.

Team Members:
Associate Creative Director; Maureen Cooley (me)
Art Director; Katie Hanifin
UX Lead; Josh Ezrick
Copywriter: Hayley Elisabeth Kaufman
Development partners: Digital Surgeons
Food rendering art: Renderfolk

Studio Photography:
Photographer: Lindsey Swedick 
Stylist: Julie Rose Dumas
Food Stylist: Hadas Smirnoff 
Photo Assistant: Joanne Li


Lifestyle & Ingredients Photography:
Photographer: Rachel Vanni
Stylist: Sophie Strangio
Food Stylist: Caitlin Haught Brown
Photo Assistant: Michael Carnevale