Paul Ulloa

I Can't Believe It's Not Butter


I Can't Believe It's Not Butter

In 2014, I Can't Believe It's Not Butter simplified their recipe to use only natural ingredients. While at Story Worldwide, I led the redesign for the website and created several microsites to aid the campaign. The site launched in tandem with Unilever's debut campaign for their first non-GMO product.


Site Design

Just like the new ICBINB recipe, we wanted the new site to emphasize simplicity and freshness. We did so by using large food photography and designed a "clean" aesthetic with a lot of negative space and a light color scheme. We created 18 different templates to be used on mobile and desktop.


Our Commitment - Microsite

ICBINB was Unilever's first non-GMO product to market and was already in the process of working with other brands to do the same. Unilever asked us to add a PDF about their commitment to non-GMO products, but instead we presented an alternative option. We created "Our Commitment", an interactive microsite that explained the philosophy behind going non-GMO and what went into Unilever.


It's Time to Believe - Microsite (Pitch)

This concept was designed to be part of ICBINB's new ad campaign called "It's Time To Believe". The microsite was meant to reveal all of the new changes in packaging, recipe and tell customers that ICBINB was still better than ever.



Agency - Story Worldwide
Creative Director - Heidi Waldusky
Sr. Art Director - Paul Ulloa
Copywriter - Beth Griffenhagen
UX - Graham Slick
Year - 2014



Next Project