Drive parents to the Karicare website. Encourage product conversions by keeping the brand ethos - good doesn’t have to be complicated - front and centre.
Good might not have to be complicated, but the user experience definitely was, making a content audit non-negotiable. 108 pages of in-depth analysis later and, together with a UX designer, we’d stripped the information architecture back to a clearer, simpler state.
From there, I navigated MAIF (Marketing in Australia of Infant Formula) regulations to craft the website and product copy.