“A full redesign for celebrity chef Wolfgang Puck’s catering website”
“The previous design was part of the overarching Wolfgang Puck website, so we reimagined what a website solo focused on catering could be. ”
“It was previously cluttered and difficult to navigate. To simplify the user experience on the homepage and service pages, we nested several categories into slideshow content.”
“Following in suit, we ditched the confusing form field on the Location page and switched to a drop down and scroll”
“We also developed digital + email marketing campaigns for the 2023 Holiday season”
setting the standard for culinary excellence
wolfgang puck catering
I worked as the lead UI/UX designer with agency Hudson Creative to redesign the website for Wolfgang Puck Catering. The previous website housed all parts of the Wolfgang Puck brand: Products, Dining and Catering. All three parts target difference audiences and thus require their own dedicated site to properly manage client flow and highlight the celebrity chef’s sought after international brand. The original catering portion of the website was very difficult to navigate, with a confusing site map and navigation. We simplified the site into easily digestible categories: What We Do, Locations, Careers, and Contact, and then really flexed on the What We Do section with organized sub categories that properly highlight the different facets of the business. With a minimal color palette, large elegant photography and simple typography and interactions, we were able to marry the top-of-its-class brand with an elevated web design and user experience. Using this design as the creative touchstone, we then redesigned the full Wolfgang Puck Fine Dining website.
Finally, we reconfigured the email design, with a fresh look that complements the web layout and content sections that focus on the main pillars of the brand while creating relatable, click-worthy interactions with viewers. We rolled out two Holiday and NYE marketing campaigns through email, digital and social channels, highlighting corporate, social and private event dining. Our newly-created inspiration section, which links to instagram reels, received significantly higher interactions and generated more buzz on the instagram page.
Agency: Hudson Creative
Web + marketing design: Michelle Silver
Photography: Wolfgang Puck Catering + third party