Paul Ulloa

I Can't Believe It's Not Butter

I Can't Believe
It's Not Butter


Role: Sr. Art Director

Agency: Story Worldwide

Year: 2014

In 2014, I Can't Believe It's Not Butter simplified their recipe to only include natural ingredients. While at Story Worldwide, I led the redesign for the website and created several microsites to aid the campaign. I chose a bright color palette for a clean layout that featured new image direction for taste appeal. I found a way to a introduce original content such as the "Spreadworthy" articles and recipes to reach a new market. The site launched in tandem with their debut campaign for their first non-GMO product.


Our Commitment

This microsite was created as an engaging way for people to learn how I Can't Believe It's Not Butter changed its product and how it benefits their audience.


It's Time to Believe

This was an alternate concept for an interactive way to announce ICBINB's newly improved product. The concept was to show off the packaging and its new look with a parallax scroll to keep the user's attention.