Designing Website and Logo from scratch. Web App Design Consulting

Banquet is an accredited NFPO that feeds families in need and reduces food waste by partnering with pantries, shelters, food banks, and delivery companies. Its mission is to ensure no one goes hungry while lowering greenhouse gas emissions.

Objectives:

  1. Develop a website that highlights the company's unique fusion of technology and nonprofit work.

  2. Create a logo that embodies the brand's mission, versatile enough for use across various platforms, such as apps, merchandise, and more.

  3. Ensure the website is fully operational and capable of accepting donations within two weeks.

RESEARCH

STEP 1

Utilizing existing brand archetypes, I consulted with the CEO to determine the design direction

The “Sage” archetype was chosen for Banquet to emphasize the organization's commitment to knowledge, wisdom, and providing solutions to food insecurity through informed and expert approaches.

STEP 3

Notes taken from CEO

Mood Board

Color Schemes

I then moved on to create mood boards for color schemes, typefaces, logos, and imagery.

STEP 2

Typography

Logo

IDEATE

To assess user engagement, I compared Banquet's landing page with other NFPOs, identifying UX and CTA issues to enhance usability and effectiveness

Major NFPO’s Landing Page Site Audits

I performed a competitive analysis beyond website comparisons, focusing on NFPOs dedicated to food distribution and hunger alleviation, with no ties to religious denominations

DESIGN

several design iterations for the logo and website were created before the final design conclusion.

Process of Logo Iterations

My initial designs featured minimal lines symbolizing travel or a banquet table. However, the client preferred a logo that included movement or a vehicle, prompting me to adjust my designs to meet their specific needs.

1st iteration

I designed the landing page using calming colors fitting the Sage archetype and chose custom illustrations from a Fiverr artist, due to the limitations of early-stage photo production and the impersonality of stock images.

1st iteration

3rd iteration

2nd iteration

Banquet’s NEW Landing Page

4th iteration

Process of Landing Page Iterations

Banquet’s Previous Landing Page

5th iteration

3rd iteration

2nd iteration

TESTING

Usability testing of the new website was conducted on Maze with board members and CEOs. The positive results reported by Maze were well-received, leading to the client's approval for launch

REFLECTION

This project marked my first major role as the lead designer on a Y Combinator initiative. One key insight from this experience is the prevalent underestimation of design's importance, often viewed as secondary or optional. Through this project, I demonstrated to stakeholders the necessity of design in achieving successful outcomes, and I aim to continue proving its value in future endeavors.

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