The Culinary Edge

Web design & Brand direction | www.starbirdwings.com

Project Overview

After a successful partnership with The Culinary Edge on the website relaunch of Starbird Chicken, we were asked to develop the digital strategy and platform for the sister brand, Starbird Wings. The goal was to create a delivery-only concept, which puts a huge emphasis on the digital experience to fully engage the audience.

My Contributions

I was part of a team of talented designers to lead a successful brand launch of Starbird Wings.
- Strategy
- Visual Concepts
- Informational Architecture
- UX/UI Design
- Design interactions
- Responsive Web Development

The process was similar to the build out of the Starbird Chicken website. Our approach and timeline was condensed as we utilized the artifacts from the previous project as a starting point. For the first phase, we did a discovery workshop to gather all the data and insight.

The second phase was evaluating the emotional design along with the simple site architecture. After solidifying the design direction and sitemap, we brainstormed two conceptual directions (one long scrolling concept vs. multiple pages) and translated the concepts into wireframes. We explored a few variations before honing down on the visual direction and the content hierarchy. We also created a responsive prototype to gain alignment and feedback.

The final phase involved refining the visual design and executing the development build. I built this website in Webflow using my knowledge of HTML & CSS and used a mix of micro-interactions to enhance the delightfulness of the website. We successfully launched this delivery-only concept, and continue to support the Starbird team on post-launch enhancements and future collaboration.

The Process

Brand Design, User Experience

Built using Webflow