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10 Must-Have Web Design Features for Chicago Hotels
Increasing Returning Users by 642%
The acclaimed Bonanno Concepts restaurant group had a disjointed brand that failed to create a lasting impression. A strategic rebrand focused on a cohesive visual identity and brand story boosted returning users by a massive 642.1% and increased overall brand impressions by 388.8%.
About Bonanno Concepts
Blacksmith’s comprehensive branding services made Bonanno’s brand more distinct and engaging.
With a portfolio of Denver’s most celebrated and eclectic restaurants, Bonanno Concepts, led by acclaimed Chef Frank Bonanno, has built its reputation on culinary excellence. However, a critical disconnect existed between their real-world prestige and their online presence. Potential diners searching for the unique experiences they offer were unable to connect with their digital brand, meaning their digital front door was effectively closed to thousands of new patrons.
Services Delivered
To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.
Brand Strategy
Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?
Creative Branding
This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.
UI/UX Design
We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.
The Challenge
An Inconsistent Visual Identity
The website exhibited a disjointed visual style that failed to create a unified brand identity. The mix of different photographic styles between page sections created a chaotic rather than cohesive feel. This pain point meant the digital experience lacked a strong, recognizable aesthetic that could truly convey the premium nature of Bonanno Concepts.
Ineffective Use of Typography
The website struggled with an inconsistent and ineffective use of typography. The combination of a large, generic font for main headings and a decorative handwritten font for other elements, without a clear hierarchy, created visual clutter. This made it harder for visitors to quickly grasp the brand’s core values.
A Fragmented Brand Narrative
The website presents itself as a collection of disconnected content blocks rather than a cohesive story. This problem of a fragmented narrative means there is no clear journey for the user to follow. It fails to build an emotional connection or effectively communicate the overarching brand story that ties all the Bonanno Concepts restaurants together.
The Solution
A Differentiated Brand Identity
Our solution was to develop a new brand identity. We developed a refined color palette, established a consistent art direction for all photography, and created a system of unique graphic elements. This transformed their disjointed pages into a single, immersive brand story that feels premium and intentional from the first click.
A Simplified Layout with Elegant Typography
To fix the readability issues, we deployed a clean web layout with professional typography. We selected a font family that was both elegant and highly legible online. By implementing proper text alignment and spacing, we enhanced the user experience, making their brand story beautiful to look at and effortless to read.
Clean Messaging with Visual Hierarchy
We defined distinct styles for headlines, subheadings, and body copy to guide the user’s eye to the most important information first. This enhanced the design, ensuring that the core brand messaging was communicated with impact and clarity.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
642.1%
Increase in Returning Users
388.86%
Growth in Brand Impressions
19.14%
Increase in Engagement Rate
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