Taste of Rondo Website
case study
2022 AdFed Bronze Pin Award, Consumer Website
CLIENT
Taste of Rondo
CONTRIBUTIONS
Web Design
Video Editing
Software
Photoshop
Illustrator
Premier Pro
Adobe XD
CHALLENGE
One of my favorite things about my former employer Deluxe was Small Business Revolution, an online video series where we and various outside experts helped transform small town businesses by providing entrepreneurial and branding expertise. In the wake of the George Floyd murder, the decision was made to focus on several black-owned businesses in the Minneapolis-St. Paul area. I had the pleasure of being part of the team working with Taste of Rondo, a family-owned soul food restaurant in St. Paul.
Our team’s main challenge the redesign of their website. First and foremost, we needed to be sure it had all the requirements of a restaurant’s website, including location, hours, menu, online ordering and reservation options. But it also needed to express the rich heritage and history of the Rondo neighborhood it resided in, the delicious southern food and dining experience, and the fantastic personalities of owners Charles and Kasara Carter.
SOLUTION
Our art director put together a beautiful style guide featuring a welcoming logo with a handcrafted feel, custom and historic photography and graphics, a rich color palette, and a clean readable copy font paired with a bold display font with a rough stenciled look. In my role as web designer, I took those elements and applied them to the wireframes, navigation and page templates created by our UX designer/developer, then provided the Adobe XD files to our production artist for final file creation. I additionally put my video editing skills to use on this project, taking a rather long, awkward video from the client and recutting it into a short, streamlined video that played on a loop on the homepage’s background.
RESULTS
Over the first 3 months, the site garnered an impressive 3,180 clicks, 23,700 impressions, and an average click through rate of 13.4%. The site was later submitted for that year’s AdFed The Show advertising awards, where we brought home a Bronze Pin Award in the Consumer Website category.
Background video for homepage. Role: Video editing
