BRANDING . UI | UX
Designed at: Phase 3
Role: Branding & Web Design Lead
Bold Catering & Design is part of the Fifth Group Restaurants family of brands. Celebrating their 20th year in business, the team at Bold was ready for new positioning, branding and web presence to carry them into the next twenty.
Originally Bold American Events, the brand relied heavily upon a dated identity that didn't sync up with their elevated aesthetic.
While the star in the original logo may have loosely represented "American," we also felt it symbolized quality—the pinnacle of experience and design.
So we held onto that element, but refined it into a form that represented many parts coming together (catering, design, sales, client) and crafted a custom logotype to match. This allowed for a logo that was a nod to their legacy, but placed them solidly in the future.
A drop in digital sales leads and a high bounce rate indicated to the Bold team that it was time for a change. As part of the sweeping digital changes we were tasked with for the FGR corporate site and each of their restaurants, Bold was the first in line for change.
- Position Bold as the leader in social & event design/catering
- Improve lead generation via custom forms on website
- Update brand narrative & aesthetic
- Have access to a series of template web pages, with style guide, that allow for growth as the site expands
- Learn about Bold and their capabilities
- Easily view examples of their work (portfolio feature)
- Be inspired to take the next step of contacting Bold via form
- Feel a connection with the Bold story and team
Crafting the Portfolio Experience
The ultimate goal of the website is to have a potential client connect via a sales form. But to get them to that point, the portfolio needed to be presented in a more elevated fashion.
The legacy site contained very little actual work samples; they relied upon word-of-mouth and reputation to sell themselves. This actually placed them in an easier position to showcase their portfolio of work: the hard part of reputation was done, now they simply had to show it off.
We kept the experience simple by focusing on images of their event work. Short case studies would accompany a feature slider, and assigning a venue, theme and designation (catering, design or both) would allow the user to filter by need.
FULLY RESPONSIVE DESIGN
A very important feature of the new site would be its responsiveness. Users rightfully expect a seamless experience from desktop to mobile, and we designed with this in mind.
As Atlanta's leading event design & catering company, the Bold website needed to reflect that same level of distinction. We crafted tabbed experiences that would allow the user to view the full breadth of offerings.
Let's be honest, with an event design company it's all about the pictures. We allowed the images to be the hero by creating a streamlined, modular system that wouldn't distract from the visual stories being told.
CLEAN AND MODERN EXPERIENCE
The Bold website isn't about the latest and greatest in web trends, but rather bringing the Bold team into the modern era with a modern interface. No flashy bells or whistles here; simply a clean layout with thoughtful positioning and lovely case studies. Much like the team themselves, the site is genuine, smart and accessible.