Overview
Louis Dreyfus Company is one of the world's largest merchants and processors of agricultural goods — operating across the entire value chain from farm to fork in over 100 countries. They needed a digital presence that matched the scale of their global impact while communicating a clear commitment to sustainability.
Working with Simplicity Partners, I led the UI and interaction design for a comprehensive website redesign, translating detailed UX sitemaps and wireframes into a polished, responsive experience.
The Challenge
LDC's existing site struggled with a common corporate problem: it said a lot but communicated little. Dense content about global operations, sustainability initiatives, and partner relationships was buried in a structure that hadn't evolved with the business.
The redesign needed to achieve three things simultaneously:
- Make sustainability tangible — move beyond corporate boilerplate to show real impact across LDC's value chain
- Serve multiple audiences — investors, partners, prospective clients, and future talent all needed clear pathways
- Work everywhere — a global workforce accessing the site across devices and connection speeds
Design Approach
Picking Up at the UI Phase
I joined the project after the UX team had delivered detailed sitemaps and wireframes. My focus was translating that structural thinking into a visual system that felt both authoritative and approachable — a balance that matters when you're a 170-year-old company trying to talk about the future.
Visual Language
The design leans on editorial-quality photography and generous whitespace to let LDC's story breathe. A restrained color palette rooted in natural greens grounds the sustainability narrative without feeling heavy-handed. Typography balances corporate gravitas with modern readability across all screen sizes.
The Value Chain as Narrative
Rather than burying sustainability in a dedicated section, I wove it through the entire experience. Each stage of LDC's value chain — from sourcing to processing to distribution — is presented as its own chapter, showing how sustainability decisions compound across the supply chain.
Responsive Strategy
A global company with teams across 100+ countries means the site needs to perform on everything from high-res monitors in trading offices to mobile devices in regional operations. I designed across four breakpoints with content choreography that prioritises hierarchy over simple scaling — layouts are reworked at each breakpoint rather than just reflowed.
Key responsive considerations:
- Data-dense sections reformat from multi-column layouts to stacked cards with expandable detail
- Photography crops adapt across breakpoints to maintain visual impact without bandwidth waste
- Navigation collapses into a structured mobile pattern that preserves access to deep content
Outcome
The final site delivers a seamless responsive experience that communicates LDC's culture, history, and global reach. It gives investors, partners, and prospective clients a clear picture of how LDC operates across their value chain — and why their approach to sustainability is more than a footnote.
The biggest design decision was treating sustainability as a thread through the entire site rather than a siloed section. It shifted the narrative from "we also care about sustainability" to "sustainability is how we operate."