Coca-Cola Retailing Research Council
Branding & Website
Project Information
Project Information
The Coca-Cola Retail Research Council is a highly trusted organization with more than 46 years of experience analyzing retail trends, CCRRC aims to provide actionable insights for both supermarkets and convenience stores across the globe.
The Client
CCRRC has a unique value proposition that distinguishes them from their competitors: they gather sitting C-suite executives from retail companies, facilitate collaborative discussions about industry challenges, and have these executives pick a research topic that would directly address these real-world business problems. This approach lends value and credibility to their research by ensuring the topics are relevant and useful to the industry as a whole.
The Challenge
Despite CCRRC’s legacy as a trusted source in the industry, their digital presence had not kept pace with evolving online expectations, negatively impacting the public perception of their brand.
Additionally, they had no website analytics capabilities, and therefore no insight into user behavior and engagement with their research.
Objectives
With the goal of evolving their brand and online presence into a dynamic, enviable, and modern experience, we collaborated with the CCRRC leadership team to achieve the following objectives:
01
Develop a new brand identity. Restore their position as industry thought leaders and improve the public perception of the brand with a modern refresh.
02
Redesign their website, both architecturally and visually. Ensure research content is easily discoverable, accessible, and provides value to their target audience. Carry the new brand identity through the site design to ensure a consistent brand voice across platforms.
03
Adapt PDF reports to HTML format. Convert research reports into a modern format with dynamic navigation and deep linking.
04
Establish analytics capabilities. Implement tracking systems to measure audience engagement with research content.
Visual Identity System
Jack & Tina led the IfThen design team through complete visual identity system refresh, including a new logo, color palette, typographic system, illustration style, and brand voice.
Website Architecture
A redesigned information architecture provides multiple user pathways for content discovery, easily surfacing information from the Council’s robust research library.
The original website structure consisted of a simple chronological report list with limited topical filtering. The new structure maintains chronological organization while adding topic-focused and industry-focused landing pages. These pages frame research content within practical business questions, such as “How do I improve employee retention in my store?” and provide direct links to relevant reports that answer the question.
Website Design
Working alongside the UX&D team, we delivered a comprehensive digital transformation for the CCRRC website, providing a modern, measurable digital platform that re-establishes their industry authority through strategic branding, analytics implementation, and innovative content architecture.
Team
Client: Coca-Cola Retailing Research Council
Agency: IfThen
Executive Creative Director: Jack Whitman
Strategist: Christina Del Rocco
Engagement Lead: Alex Nichols
Project Management: Celine Carriere, Aja Wing
Senior Designer: Julie Sharpe
Digital Designer: Jennifer Zhang
UX Design: Anna Grace Bayliss, Allyson Mulyadi
Authoring: Amanda Corbin
Engineering & Development: Thomas Barnwell, Tait Francis
The Coca-Cola Retail Research Council is a highly trusted organization with more than 46 years of experience analyzing retail trends, CCRRC aims to provide actionable insights for both supermarkets and convenience stores across the globe.
The Challenge
Despite CCRRC’s legacy as a trusted source in the industry, their digital presence had not kept pace with evolving online expectations, negatively impacting the public perception of their brand.
Additionally, they had no website analytics capabilities, and therefore no insight into user behavior and engagement with their research.
Objectives
With the goal of evolving their brand and online presence into a dynamic, enviable, and modern experience, we collaborated with the CCRRC leadership team to achieve the following objectives:
01
Develop a new brand identity. Restore their position as industry thought leaders and improve the public perception of the brand with a modern refresh.
02
Redesign their website, both architecturally and visually. Ensure research content is easily discoverable, accessible, and provides value to their target audience. Carry the new brand identity through the site design to ensure a consistent brand voice across platforms.
03
Adapt PDF reports to HTML format. Convert research reports into a modern format with dynamic navigation and deep linking.
04
Establish analytics capabilities. Implement tracking systems to measure audience engagement with research content.
Visual Identity System
Jack & Tina led the IfThen design team through complete visual identity system refresh, including a new logo, color palette, typographic system, illustration style, and brand voice.
Website Architecture
A redesigned information architecture provides multiple user pathways for content discovery, easily surfacing information from the Council’s robust research library.
The original website structure consisted of a simple chronological report list with limited topical filtering. The new structure maintains chronological organization while adding topic-focused and industry-focused landing pages. These pages frame research content within practical business questions, such as “How do I improve employee retention in my store?” and provide direct links to relevant reports that answer the question.
Website Design
Working alongside the UX&D team, we delivered a comprehensive digital transformation for the CCRRC website, providing a modern, measurable digital platform that re-establishes their industry authority through strategic branding, analytics implementation, and innovative content architecture.
Team
Client: Coca-Cola Retailing Research Council
Agency: IfThen
Executive Creative Director: Jack Whitman
Strategist: Christina Del Rocco
Engagement Lead: Alex Nichols
Project Management: Celine Carriere, Aja Wing
Senior Designer: Julie Sharpe
Digital Designer: Jennifer Zhang
UX Design: Anna Grace Bayliss, Allyson Mulyadi
Authoring: Amanda Corbin
Engineering & Development: Thomas Barnwell, Tait Francis