Case Study
World’s leading brand of vitamins, minerals and dietary supplements chooses imart for brand strategy and website redesign
At the core of the NUTRILITE™ brand is The Best of Nature. The Best of Science™ identity. We began with these simple statements to help launch a creative, content rich, and easy to use flagship brand website for the Amway Corporation, a member of the Alticor family of businesses.
The Brand
As the world's leading brand of vitamins, minerals, and dietary supplements (based on 2004 sales), NUTRILITE™ vitamin and mineral products are distributed exclusively by Amway and Quixtar independent business owners in over 50 markets worldwide. Over 8.5 billion NUTRILITE tablets, hard-shelled capsules and softgel capsules are produced each year.
In addition to the NUTRILITE branded products, the Nutrilite Health Institute is a worldwide collaboration of experts who are dedicated to helping people achieve optimal health through research, education, and practical, personalized solutions.
The Challenge
imart’s challenge was to redesign Nutrilite.com, developing a website that delivers a clear and consistent brand message to Amway and Quixtar independent business owners and to the general public. The message included information on brand history, product development, farming, scientific research, education, and practical, personalized solutions to optimal health. This redesigned website would become a powerful communications tool, creating excitement for and loyalty to the NUTRILITE brand.
Over the years, imart has been involved in numerous projects and ventures with Amway Corporation and the NUTRILITE brand. Based on this long history, imart knew exactly how it would deploy its highly trained and experienced staff.
The imart Resources at Work
Working together with Amway’s Global Brand Communications Team, key objectives for the project were first identified. The Best of Science and The Best of Nature™ statements drive the brand and needed to be supported by presenting users a fresh website design. In addition to information clarity and simplified navigation, the site needed to establish a connection between the health benefits and the products.
imart was then able to draw out that the Nutrilite and the Nutrilite Health Institute (NHI) brands are co-dependent In order for the website redesign to serve as marketing conduit for both the NUTRILITE brand and the Nutrilite Health Institute, imart established a hierarchy defining the core NUTRILITE brand identity.
Inspiring Creative Design. We quickly gave Nutrilite.com a new, clean and simple look that is inviting to the user. The photography helps to present a feeling of nature and science as it supports the brand. The design clarifies the brand message and simplifies the website navigation. The NATURE and SCIENCE homepages are distinct in color. The photography for each section helps the user realize the science and nature of Nutrilite do overlap and are equally a part of the NUTRILITE brand. Main navigation choices are minimized yet still allow for any or all of the current content to be strategically placed within the site. Content can now be effectively categorized and allowed to be placed as deep as necessary within the website.
Technical Team Collaboration is something imart knows well. Working with the Amway and Quixtar IT teams, stringent search engine optimization standards were implemented within each page of code. imart’s development team also effectively staged the site to be used by the corporation’s legacy content management platform. This needed to be done in a way that preserves the creative element. imart helped the IT teams understand what was needed to align with the ASP .NET 2.0 architecture imart developers had already established. This included supplying code examples, techniques, and finally the specific XML file that defines much of the appearance and hierarchy of the website.
Managing a Fast Deployment Process was necessary to making the aggressive launch deadline. Coordinating with key Amway IT staff, we established a project plan for page development, staging and approving. Fast deployment depends on strong interaction and constant communication. imart formulated a page layout review process and staged a project communication platform for the Amway Global Brand Communications marketing team to tap into project details from anywhere in the world at any time during the day. Page review and approval timeframes were managed effectively thus enabling the entire project team to meet the project plan deadlines.
The Results
Just prior to the site launch the Nutrilite Health Institute established a brand identity independent yet complementary to the overall Nutrilite brand. The Nutrilite brand website with the new NUTRILITE HEALTH INSTITUTE brand design was not only launched on time and but also within budget. With significant improvements in site design, navigation, and technical functionality, the Nutrilite.com website showcases to the world the very best of nature and the very best of science.
