matthew.d.mercer, visual thinker

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Soft & Dri is one of several popular brands of deodorant marketed toward American women. When beginning this comprehensive rethinking of their site, the challenge was to work without any true brand standards. The brand itself has been in existence for a long time, but it had gone relatively unmarketed for the previous several years. This Web site was the first step toward raising consumer awareness of the brand's existence as well as increasing its relevance, most notably by incorporating a special Breast Cancer Awareness Month promotion. The Breast Cancer Awareness Garden allows users to plant a "flower" (made out of patterns using the pink Breast Cancer Awareness ribbon) in the garden as a way to work toward a goal of 100,000 planted flowers equaling a $25,000 donation to Y-ME National Breast Cancer Organization. Aside from the promotion, the site exists to provide basic product information along with a FAQ area to answer common consumer questions about the company's products and services.

Client: Dial Corporation / Energy BBDO
Date completed: October 2006
Role: Information Architecture, Design & Music
Studio: 15 letters inc.

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Creative director: Mark Rattin
IA & design, sound: Matthew Mercer
IA & design: David Petti
Flash shell developer: Ross Gerbasi
Flash Awareness Garden developer: Jin Young Kim
Programming & database developer: Rich Hanson
Graphic production & photography: Andrew Heidgerken
Project manager: Lisa Howard
Copywriter: Amy Dunlap
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Soft & Dri Awareness Garden: Plant a Flower