I Can’t Believe It’s Not Butter!

The campaign page that launched the brand’s new look and new recipe.

When: Between 2014 and 2015
Role: UX, interaction design and visual design
At: Story Worldwide, New York
Client: Unilever

For I Can’t Believe It’s Not Butter!’s relaunch, a full rebrand and a new recipe, Graham created the user experience, interaction design and visual design of the featured campaign page at Story Worldwide.

The work included the wireframes, an update to the video player and animated prototypes of the interactions, two of which are below.

Roles Visual design · UI and UX · Interaction design · Prototyping and animation · Information architecture · Campaign ideation

Prototype, no sound: the What’s New carousel. Each icon down the left brings in a new panel: the makeunder, what changed in the recipe, a coupon, good fats and the brand’s web series.

Prototype, no sound: the hover effect on the recipe cards, as the pointer passes over each one.

The full campaign page: the headline, recipes, the product and social posts — The campaign page

Annotated wireframes for the video player’s states — The video player update

Slide wireframes for the What’s New section — Slide wireframes