Plus One Serve
Project
Industry
National peak industry body, Government and Industry
Client
AUSVEG
Services
Strategy and positioning
UX and content architecture
Website design
Website build
Illustration and asset production
AI assisted animation and visual production
A national movement to lift vegetable consumption across Australia, realised through design, strategy and rapid build.
Context
AUSVEG is the national peak industry body representing vegetable, potato and onion growers across Australia. With strong ties to government, research bodies and industry, AUSVEG plays a central role in shaping the future of Australia’s vegetable sector.
They launched the Plus One Serve by 2030 initiative to address a major public health and supply chain challenge. Australians currently consume far fewer vegetables than recommended by national dietary guidelines, impacting long term health outcomes as well as growers and producers across the country.
Plus One Serve needed a digital home. A platform that could clearly articulate the vision, unite stakeholders, host research and resources, and invite partners and the public to participate in a national movement.
The existing web presence was functional, but lacked the scale, energy and flexibility required for a campaign of this ambition.
With a tight timeline of approximately four to six weeks and limited existing visual assets, we were asked to bring the vision to life quickly and credibly. The destination was a polished, accessible and convincing platform, ready for presentation to government and industry stakeholders, while remaining engaging and approachable for everyday Australians.
The Shift
This project went far beyond a simple website refresh.
The task was to give a national scale initiative a digital identity and structure that could support storytelling, research, resources, stakeholder engagement and public facing campaign messaging, all within a compressed timeframe.
Key challenges included building a flexible content system to support a growing library of research, reports, news and calls to action, crafting a tone that balanced approachability with institutional credibility, producing a complete visual asset base under tight deadlines, and delivering a platform capable of standing up to scrutiny at a Federal Government level.
Our Approach
Strategic and Brand Thinking
We framed the new site as a movement hub rather than a static information destination. The messaging was shaped to clearly communicate the challenge of low vegetable consumption and its impact on health and growers, the vision to increase intake by one additional serve per person per day by 2030, and the pathway forward through research, partnerships, resources and public engagement. The tone leaned into clarity, trust and optimism, ensuring the initiative felt both credible and motivating.
Rapid Build Delivery with Creative Agility
To meet the tight deadline and work within a limited asset base, we produced all illustrative assets in house. We then used AI assisted animation and compositing to introduce motion and interactivity, with photography largely generated or enhanced using AI tools. This approach allowed us to move quickly without sacrificing cohesion or quality. All assets were reviewed, refined and curated by our designers to ensure consistency, intention and polish across the platform.
UX, Content Architecture and Scalability
We designed a robust content architecture to support a growing body of research, reports, resources and news. The site was built with future expansion in mind, allowing new content to be added without requiring major redevelopment. Filtering, categorisation and navigation were prioritised so both public users and institutional stakeholders could easily find and engage with content. The experience needed to remain approachable for general audiences while still meeting the expectations of researchers, policymakers, industry partners and media.
Tone, Balance and Design Voice
The visual direction balanced approachability with authority. Colour, layout, typography and motion were used to inject energy and optimism, reinforcing the idea that meaningful national change can begin with something as simple as one extra serve. At the same time, the site remained aligned with AUSVEG’s credibility as a national peak body, ensuring the initiative felt trustworthy, professional and grounded.
The Work
Full website design and build delivered within a strict four to six week timeframe.
Creation of a complete visual asset base, including illustrations, animated elements and hero visuals.
AI assisted workflows used thoughtfully for asset production and animation, with all outputs curated and refined by our team.
UX and UI design balancing dual audiences, public engagement and institutional stakeholders.
Performance focused build prioritising speed, responsiveness and long term scalability.
Clear articulation of mission, vision, impact areas and pathways to involvement.
Impact
Strengthened Client Partnership
The project strengthened our working relationship with AUSVEG, the client was so pleased that we immediately moved into their next project: building a consumer facing equivalent of the site.
Proof of High-Quality Rapid Delivery
The fast turn around shows what is possible under pressure, proving that high quality digital work does not always require long lead times if the process and tools are aligned.
Built for Long-Term Expansion
The flexible content architecture sets up Plus One Serve for growth: as more research is added, as partnerships scale, and as the campaign evolves.
Strengthened Client Partnership
The project strengthened our working relationship with AUSVEG, the client was so pleased that we immediately moved into their next project: building a consumer facing equivalent of the site.