MarginEdge is a software company built specifically for the restaurant industry. It helps takes a historically analog industry into the digital age with the ability to meet their customers and the industry where it is and help it move confidently into the world of data analysis, tracking and forecasting.
Their vision for their updated site was to nod to the analog, hand-written lists and notes, while featuring their real-life clients in their real-life environments in a post-COVID world. They wanted a raw, “tattooed-chef” vibe that was still approachable to the business manager and investor crowd. Something that was aspirational, genuine and felt real to those in the industry where anything fake is easily recognized.
I designed the new site using texture, my handwritten and hand-drawn elements, used “sliced” or “knife-cut” shapes throughout and MarginEdge supplied the amazing images of their clients used throughout the site. The result is a site that feels interesting, fresh and genuine to those in the industry and at the same time takes users through the educational journey needed to increase leads and generate demand for the software.
Below you will see before images of the site, my design stages and the final, live site.
I am a big fan of moodboards. I feel they can help me as a designer get into the design process, as well as help align with the clients on visual categories, cues and impact words/elements that we can use throughout the design, copywriting and project process. Shown here are my initial moodboards as well as the handwritten vector library used throughout the site.
Once aligned on moodboards and initial design thoughts, I started iterating homepages, here are a variety with different module designs and ways to treat elements like text, images microanimations and UX.
This is the live site as it stands today.