After analysis of the industry, competitors and website, our project team focused on a new creative direction, which included a complete site redesign. A new pastel palette that conveyed a much softer, friendlier tone was incorporated to appeal to the target market and a more appropriate type size was applied to match the readership.
Several new features were added to the site, including drop-down navigation, a rating system and a review section. The reorganized categories simplified navigation and improved overall usability, bringing a consistency throughout the website.
