Transforming Sanitarium's website for the next generation of search and storytelling
History Will Be Kind partnered with Sanitarium to transform its website into a contemporary, human-centred digital experience - designed to strengthen storytelling, improve usability and prepare the brand for the next generation of AI-powered search.
Client: Sanitarium
Industry: FMCG
Services: Website audit, content strategy, information architecture, UX writing, copywriting, information design, asset creation, AI/LLM optimisation
The Challenge
As Australia and New Zealand's largest health food company, Sanitarium has a powerful story to tell, but one that had become increasingly difficult to navigate.
Decades of content, multiple business areas and a broad portfolio of brands had created a website that was information-rich but difficult for audiences to digest. Beyond improving usability, the site also needed to better communicate Sanitarium's broader impact across nutrition, education, sustainability and community partnerships while creating a more consistent voice across every page.
At the same time, the website needed to evolve for a changing digital landscape, ensuring its content was optimised not only for people but also for AI-powered search and discovery.
Strategic Approach
The redesign was built around three strategic pillars.
Simplified by design:
Working within Sanitarium's existing modular content framework, we reimagined the user journey to improve navigation, accessibility and readability. The result was a more intuitive experience for audiences while giving internal teams greater confidence to build, manage and evolve content over time.
Stories with impact:
We repositioned the website around Sanitarium's purpose, elevating the people, partnerships and community initiatives that demonstrate the organisation's impact beyond its products.
Built for the AI era:
Every page was restructured using contemporary content design principles that improve readability for people while enhancing semantic structure, search performance and discoverability across large language models and emerging AI search experiences.
Execution
Working closely with cross-functional teams across marketing, communications, nutrition, product and design, we developed a future-ready website designed to scale with the business. Built on a flexible modular content system, every page was designed to be easily maintained, allowing Sanitarium's internal teams to confidently create, update and expand content without compromising consistency.
Streamlined Content
Across the project, we produced 22 core website pages and more than 20 long- and short-form editorial articles, balancing concise user journeys with deeper storytelling where audiences wanted to explore further. Extensive content audits and information architecture work streamlined complex information into clear, engaging experiences, while a consistent design language reinforced the refreshed digital brand identity.
125 Year Brand Story
To bring more than 125 years of the brand’s history to life, we also sourced and curated archival photography and historical assets, creating a richer and more emotional narrative. Every page was simultaneously optimised for human engagement and AI discoverability, ensuring Sanitarium's expertise can be more easily understood, referenced and surfaced across both traditional search engines and emerging AI platforms.
Key Takeaways
This project demonstrates how effective website design is no longer just about aesthetics or usability. By combining strategic storytelling, flexible content design and AI-ready information architecture, brands can create digital experiences that better serve audiences today while improving discoverability for the search experiences of tomorrow. The result is a website that is easier to navigate, easier to maintain and built to deliver long-term value.
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