The Recipe for Serving Up Website Evolution

    Creative Experiences

Challenge

Atkins was a legacy brand that had been around for decades, and over the past few years, had evolved to a full-blown wellness lifestyle brand, built on guidance, recipes, and products that support real, sustainable change. While the brand had moved forward and graduated to something bigger, its website was still speaking the language of yesterday's diet culture. Atkins needed navigation and landing pages that matched where the brand was headed, not where it started.

Insight

A content audit made the priorities clear. Only a small portion of articles drove traffic and SEO value, so migrating everything would have meant carrying dead weight. Meanwhile, the recipe library—2,000-plus nutritionist-certified recipes—was quietly one of the brand's best assets, beloved by users but nearly impossible to actually find thanks to underpowered search. The site needed to prioritize the content that mattered, unlock the recipe library users a ready loved, and carry the brand story forward.

Cutting the Digital Carbs

Digitas partnered with Atkins and a larger team to reimagine the brand across the board. That meant unifying the design across site and email to align with the new product branding while meeting every usability and accessibility standard, and building a cross-channel design system with a flexible email template to support communications of all kinds.

A phone screen showing an Atkins page, with phrase "Reaching Your Goals Is Delicious"
Recipe page on phone
Atkins Story phone page

Digitas also developed a more intuitive content strategy, building a streamlined information architecture, a simplified content library, and a robust taxonomy that finally made the recipe database searchable and browsable. The site got a full redesign and a fresh home on Contentful, a headless CMS that powers a custom digital experience through structured content, all while keeping Atkins' brand standards and governance guidelines locked tight.

Atkins Recipe Pull

The result? New digital brand standards, easy UX, beautiful UI, and pages of recipes and thought leadership enhanced for discoverability. And with Algolia-powered search baked right in, every legacy Atkins recipe, article, and insight is just a keystroke away—through a search experience that's as intuitive as it is effortless.

  • 2K

    Pages Enhanced for Findability

  • 6MTHS

    From Kickoff to Launch

  • 1st

    Cross-Channel Design System for Atkins