How do you differentiate a brand in a saturated market?
Role/Skills Used: Creative Direction, Web Design, UI/UX, Project Management, Content Management (using Concrete5), Wireframing
Who I worked with: Writers // Front-End Developers // Photographers // Videographers (Vimeo)
OMG Foodie was an online guide to delicious eats for food lovers in NYC. Every week the team published a feature on a restaurant in NYC. Each weekly feature included photos of the restaurant, an interview video with the owner and footage showing select dishes, an article by one of the staff writers detailing their experience and additional information - hours, address, recommendations.
As the Lead Designer, I steered the direction for the overall branding and tone used across the different products we made. Whether it was an event we were hosting, social media post or website -- the tone we strived to project was fun and energetic. To create a consistent visual presence across print and web I created a style guide.
I worked with the videographers to capture, cut and edit the videos like this one of Di Fara’s Pizza you see.
The third screenshot shows a sliver of what the style guide included - font sizes and typography, color palette, guidance on how the images should be photographed, and quirky ways to incorporate the signature 'bitten cookie' used in our logo (the social media icons).
As an online guide, the real fun came when it was time to build a home for all this content. We wanted to design a website that was engaging and really gave users the kind of information they expected from a restaurant recommendation website. The homepage included a carousel, which cycled through the last four featured articles. The 'Personal Spotlight' was our way to showcase someone in the food industry. Whether it was the restaurant owner, chef, founder - they are the heart & soul of these wonderful eateries. This screenshot shows Spencer Rubin, Founder of Melt Shop, your go-to for amazing grilled cheese sandwiches. As the user scrolled down, they were greeted with a small taste of the restaurants we had featured. (These nine articles were automatically selected based on views.)
Diving into the meat of the website -- Each featured restaurant followed a template, as seen in the Di Fara example. I designed the top part of the page to include all the important info users were seeking -- What kind of food is it? How much can I expect to spend? Recommendations? And of course, does the food look good enough to make me hungry? We included all this info in a section I called the 'Quickdraw.' If the user was engaged enough and wanted more info, they'd continue down the page to find an vibrant article from our talented writers, detailing their experience when they visited. Tips were a must for every article so our users could get the most out of their visit. (For example, did you know that there's a hidden bar inside Crif Dogs called Please Don't Tell?) To balance all the text in the article, we featured select photos in the right hand column. The location, and hours were conveniently located above the images. And what good is food, if you just keep it to yourself? We included social media sharing buttons and the Facebook Comments Plugin for users to spread the love.
Di Fara Pizza
Source – https://vimeo.com/52046544