A new, elegant brand for top-notch matchmaking
The Challenge
For their 30th anniversary, It’s Just Lunch was looking to completely revamp their existing website and branding to celebrate the occasion. They were open to all sorts of suggestions for improving the branding and user experience. The main challenge was that they utilized a franchise model and needed to run all changes by their franchisees to make sure everyone was on board with the new direction.
The Goal
Refresh the logo, streamline the user flows to improve conversions, optimize the management of the franchisees’ websites, modernize the look and feel.
Drawing inspiration from competitors, implementing SEO strategies
The Research
Research mainly consisted of a robust analysis of the It’s Just Lunch competitors. We took a look at what was working, what wasn’t, and how the flows could be improved. It’s Just Lunch was also planning on applying heavy SEO strategies. The structure of the websites (franchisees included) needed to respect the intricacies of key word implementation to achieve this goal.
The Takeaways
We needed to create a brand new Information Architecture (site maps & database pages organization) and experiment with user flows to get a good understanding of what the redesigned site would look like. We simplified the flow in a manner that allowed users to reach conversion with 3 clicks only.
Understanding our competitors
We curated an in-depth benchmark in collaboration with stakeholders and franchisees to gain insight on what could possibly work and what to avoid.
From landing to conversion in 3 clicks
We designed the new, slim site structure so the user lands on the website, reads key information, and contacts the matchmakers. The structure was trimmed down to ensure quick conversion.
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Refreshing a 30-year- old brand
Visual Updates
It’s Just Lunch was open to exploring new brand identities by changing the logo and updating the visuals across the website. In the end, the recognizability of the brand was too solid to be completely scratched. So a logo refresh, new typography system, and an updated color palette was the safest approach.
Brand Guidelines
The new look and feel needed to be spread across hundreds of franchisees between North America, Europe, and Oceania. It was essential to prepare documentation and develop guidelines to ensure consistent branding.
Bringing in new aesthetics & making everything *spark*
