Clear and accessible information
As an organism with a political dimension, the UPA gives particular attention to its choice of words. But too-rich and poorly structured content is detrimental to reader experience. Following a meticulous analysis of the original site, Locomotive redesigned it, segmenting it into a clear and adapted structure for each of its target audiences: farmers and future farmers, the general public and media. Offering expertise and advice, our team guided the UPA in reformatting its content throughout the copywriting process.
An image equal to the organisation and its content
Inspired by the Union’s slogan, “Pouvoir nourir, pouvoir grandir”, our creative team put together a modern and elegant design, relying on strong imagery. Pages with generic content and articles were formatted using the new style sheet, to offer ideal readability, while important pages were given particular attention (illustrations, animation, etc.).
A site that’s accessible at all times
Often outdoors, a large proportion of farmers go online during the day using mainly mobile phones. Built following the principle of “mobiles first”, the site’s navigation experience remains optimal whatever the platform or device used.
The reference for farming’s next generation
The UPA particularly wanted to look to the next generation of farmers. Locomotive’s proposition: a subtly integrated interactive quiz allowing farmers-to-be to evaluate their profile. Sharable on social media, it contributes to the UPA’s visibility and to its reference status in the sector.