Plus One Serve

Plus One Serve by 2030

AUSVEG, the peak body for Australian vegetable growers, needed a digital home for its Plus One Serve by 2030 campaign. We designed and built the site, including illustrations and animation, in four to six weeks.

A Digital Home for a National Campaign

AUSVEG is the national peak industry body for Australia’s vegetable, potato and onion growers. Its Plus One Serve by 2030 initiative tackles a major public health and supply chain challenge: Australians eat far fewer vegetables than national dietary guidelines recommend.

The campaign needed a digital home to explain the vision, unite stakeholders, host research and invite partners and the public to take part. The existing web presence was functional but lacked the scale and energy the campaign called for.

With four to six weeks and few existing visual assets, the platform had to be polished enough for government and industry stakeholders while staying approachable for everyday Australians.

Bigger Than a Website Refresh

This was never going to be a quick refresh.

A national campaign needed its own digital identity, and a structure that could carry stories, research, resources, stakeholder engagement and public messaging. It needed all of that in weeks.

That meant a content system flexible enough for a growing library of research, reports, news and calls to action. It meant a tone that is approachable without losing credibility, a full set of visual assets made under tight deadlines and a platform that would hold up in front of the federal government.

Tone, Balance and Design Voice

Colour, layout, typography and motion bring the energy and optimism, because the whole idea is that national change can start with one extra serve. The site still had to sound like AUSVEG, a national peak body, so it stays trustworthy and grounded underneath the colour.

Rapid Four-to-Six-Week Design and Build

We designed and built the whole site in four to six weeks, including the illustrations, animated elements and hero visuals. AI-assisted workflows helped us move that fast, and our team curated and refined every asset.

The UX works for the public and for institutional stakeholders. The mission, vision, impact areas and ways to get involved are easy to find, and the build is fast, responsive and ready to scale.