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Despite its B2B market position, Sysco's $64 billion footprint touches nearly every restaurant meal served in America. Most people have never heard of them. That invisibility is both the challenge and the opportunity — and it's the kind of strategic tension I find most interesting to work with.
What started as a straightforward brand booklet assignment became something much larger because I chose to treat it that way. I used the time to develop visual brand languages for several of Sysco's private label lines, then took the initiative to concept packaging and a national ad campaign nobody asked for. And even strategized and designed a rapid prototype for a sales enable tool to help sales people showcase Sysco’s private brands. That combination of delivered work and proactive thinking transformed a small pilot into a long-term engagement for North Highland.
A few years later Sysco came back to me independently — this time to build a collection of custom Salesforce marketing landing pages and a digital catalog for their new plant-based product line. The catalog became more of a web app than a landing page, allowing Sysco sales reps to build and download custom product catalogs for individual prospects. That's the kind of solution that happens when you start with the user's actual need rather than the original brief.
This branding and ux design project became more of a web app than a landing page. Not only did it highlight the launch of Sysco’s new plant-based food product line, it allowed Sysco sales representatives to create their own custom product catalogs to download and send to prospects. The live version can be viewed here.
Designed in Sketch and developed for Sale Force, these custom marketing landing pages served as hubs and lead generators for monthly content marketing campaigns.