Good Culture’s website had historically been deprioritized due to its omni-channel model and lack of a DTC component, leaving it with a minimal budget and untapped potential. With growing social virality and increased paid media efforts, I saw an opportunity to transform our digital presence into a cool, tech-savvy platform that could set us apart in the category. As digital strategist and creative director, I partnered with Basis to create a visually striking, easy-to-navigate website that keeps users exploring the Good Culture ecosystem. Whether visitors arrive from an ad, organic social, or a Google search, they’re instantly immersed in our brand—discovering who we are, our product offerings, where to buy, and a wealth of recipes on our blog. By integrating TikTokers professing their love for Good Culture, we created a site that drives trial and builds loyalty. The result? Good Culture now capitalizes on previously missed recipe search queries, sees significantly increased time on site, and engages visitors across multiple pages, often landing them on the store locator—turning curiosity into action and fueling brand discovery.