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PROCESS BOOK PROJECT: A

JACOB W. MAHAFFEY

ART 324: WEB DESIGN FALL 2012

PROFESSOR BRADLEY


J A C O B W. M A H A F F E Y

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PROJECT A PROCESS BOOK Section A: Project Description

Concept and develop a site that reflects the brand’s core values and story. Devereaux’s is located in the heart of Downtown Greenville, walking distance from the Westin Poinsett Hotel and The Peace Center for the Performing Arts. The restaurant is housed in a century-old cigar factory that has been transformed into a first-rate restaurant, which is quickly becoming one of the most recognized culinary establishments in the South. The ambience is warm and relaxed and the service staff is knowledgeable and friendly. Devereaux’s provides complimentary valet parking and a non-smoking environment. Devereaux’s contemporary American menu features French, Asian and Southern-influenced dishes that are often described as culinary masterpieces. Their open-air kitchen allows guests to get a front row seat in the culinary magic.


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PROJECT A PROCESS BOOK

Section B: Creative Brief

PROJECT

AUDIENCE

Planning, design, and redevelopment of a website for Devereaux’s Restaurant and Bar.

Working professional seeking a relaxed elegant dining experience in Downtown Greenville, South Carolina.

OVERVIEW Downtown Greenville is one of the area’s most popular dining and entertainment destinations. With over ninety restaurants and pubs clustered around Main Street, Greenville’s downtown offers a wide variety of options for all tastes. Though there are so many choices for dining one is set aside from the rest. Devereaux’s Restaurant & Bar combines an historical atmosphere with culinary masterpieces.

MESSAGE The basic message for this website to interest new customers and have a more functional site.

OBJECTIVES Devereaux’s prides themselves on having the best of everything. Their focus is to have great and knowledgeable staff members for excellent customer service. Devereaux’s is not your average fine dining restaurant. Most fine dining restaurants are stuffy and uncomfortable to many people. But at Deveraux’s customers receive a fine dining experience in a relaxing and friendly atmosphere. The staff at Deveraux’s believes the presentation of cuisine is just as important as taste. Each meal prepared is a culinary masterpiece and one of a kind. As a customer you may notice the attention to detail provided in the placement of the place-settings and table arrangements.

A focus on architectural aspects of the building; old cigar factory with large windows, exposed bricks and rafters, are great ways to illustrate the Devereaux’s experience. Bringing the Devereaux’s experience into the logo and aesthetics of the website is essential. Using the idea of table utensils and place settings could be a concept for my logo. Creating a logo that is identifiable to the Devereaux’s experience is essential. The restaurant atmosphere is warm and earthy. Using a color palette that has darker colors and earth tones may help suggest what customers experience at Devereaux’s. Keeping in mind that Devereaux’s is part of the restaurant group Table 301, will help create a brand that will not feel out of place with the other restaurants within the group.


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PROJECT A PROCESS BOOK

Section C Supporting Materials


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The homepage for Deveraux’s before redesign. New site will have a better position within the browser because the current position is not visually appealing.


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About section from current website design: A complete section for the “About� body copy. My redesign will condense separate pages of content to a few important pages of information for website users.


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Deveraux’s private dining page doesn’t highlight the space for corporate meeting and events as well as it should. The new design will display information for customers that may be looking for event venues.


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The use of a primary restaurant photograph like in the site above is something that I wish to incorporate into my redesign. Customers want to see where their going to be eating and the experience they may have at the restaurant.


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Simple and easy navigation sections in this site are working well. I hope to create a visually appealing navigation that is easy for users on both computer and mobile devices.


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Clean images with good lighting, is used in the above website. I want to use high quality stock photography to highlight Deveraux’s and the experience customers will have eating there.


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Small text box with minimal text was also used in this website. I will use a similar concept in my redesign.


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PROJECT A PROCESS BOOK

Section D Site Map

http://deverauxsdining.com

RESTAURANT

STAFF

MENU

PRIVATE DINING

RESERVATIONS


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PROJECT A PROCESS BOOK

Section E Wireframes

To better create a workable site structure, I created wireframe sketches and digital renders of those wireframes. After researching and viewing different website layouts, I began sketching a possible website structure. After my sketches were created and I choose a structure that I wanted to use throughout the site. I then began creating digital renderings for those layouts so I could better see how a final product could look.


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Wireframe sketch displaying layout for hompage.


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Wireframe sketch displaying layout for page showing staff biographies.

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Wireframe sketch displaying layout for menu page.


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Wireframe sketch displaying layout for private dining information page.

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Wireframe sketch displaying layout for reservation page.


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Wireframe digital render: restaurant/home page.

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Wireframe digital render: staff page.


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Wireframe digital render: menu page.

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Wireframe digital render: private dining page.


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Wireframe digital render: reservation page.

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J A C O B W. M A H A F F E Y

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PROJECT A PROCESS BOOK Section F Type Studies

Section F shows a experimentation and study of several typefaces that I believe are possible choices for my website body copy. Making adjustment to type family, size, tracking and leading allow me to visually test the interactions of my typeface candidates.


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Times ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234556789 !@#$%^&*() ROM AN 16/19, KERN I NG OP TICAL , TR AC K I NG 75

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. ROMAN 8/10, KERNING OPTICAL, TRACKING 10

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. ROMAN 12/14, KERNING OPTICAL, TRACKING 0

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. ROMAN 11/13, KERNING OPTICAL, TRACKING 0

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. ROMAN 9/12, KERNING OPTICAL, TRACKING 25


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Akzidenz-Grotesk ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234556789 !@#$%^&*() ROMAN 16/19, KERNING OPTICAL, TRACKING 75

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. REGULAR 8/10, KERNING OPTICAL, TRACKING 10

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. LIGHT 16/19, KERNING OPTICAL, TRACKING 0

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. REGULAR 11/13, KERNING OPTICAL, TRACKING 20

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. REGULAR 7/9, KERNING OPTICAL, TRACKING 1-


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Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234556789 !@#$%^&*() ROMAN 16/19, KERNING OPTICAL, TRACKING 75

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. REGULAR 6/8, KERNING OPTICAL, TRACKING 10

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. REGULAR 10/12, KERNING OPTICAL, TRACKING 0

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. REGULAR 9/11, KERNING OPTICAL, TRACKING 0

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. ITALIC 6/11, KERNING OPTICAL, TRACKING 0


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Museo Slab ABCDEFGHIJKLMNOPQRSTU V WXYZ abcdefghijklmnopqrstuv w x yz 1234556789 !@#$%^&*( ) Museo Slab Medium 16/19 , K ER N ING OP TICA L , TR ACK ING 75 Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. MEDIUM 8/10, KERNING OPTICAL, TRACKING 0

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. Light 9/11, KERNING OPTICAL, TRACKING 10

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. Mediums/12, KERNING OPTICAL, TRACKING 10

Don’t let on, but this job isn’t a glamorous as people make it out to be. Reality checks are constant. But we have our moments. Sometimes frightening, never boring. We face questions of struggle and doubt, and suddenly, marvelous times of clarity and conviction. These are our secret moments. The moments that unite us. Semibold 9/12, KERNING OPTICAL, TRACKING 0


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PROJECT A PROCESS BOOK Section G Type Studies- combined

During this process, I began studies on the relationships of both my header and body copy for my site. Pairing two typefaces that complement one another is very important. Also finding typefaces that render well on the web are necessary.


J A C O B W. M A H A F F E Y

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Um etur, occum es magnis

Um etur, occum es magnis

sequid qui ut mint, omnis pro volenis sendipsus est es tium ium quidele ssunto berenimin eostio doluptaecte nus reptiant. Si od magni con pe voluptio int, as magnima ximagnat laborae dolorio nsequam alicienit ipicill orecum volupti onserum ventinvent, temporr ovitatur? Ommoluptam doluptis aut eiusciandus ex ent quam sunt volorestios cuptatiorest facepre henitisque parum dolescit faces esto maiore omnimai orionse ntinver.

sequid qui ut mint, omnis pro volenis sendipsus est es tium ium quidele ssunto berenimin eostio doluptaecte nus reptiant. Si od magni con pe voluptio int, as magnima ximagnat laborae dolorio nsequam alicienit ipicill orecum volupti onserum ventinvent, temporr ovitatur? Ommoluptam doluptis aut eiusciandus ex ent quam sunt volorestios cuptatiorest facepre henitisque parum dolescit faces esto maiore omnimai orionse ntinver.

HEADLINE: Museo Slab 18/AUTO TEXT: HELVETICA 9/AUTO Um etur, occum es magnis sequid qui ut mint, omnis pro volenis sendipsus est es tium ium quidele ssunto berenimin eostio doluptaecte nus reptiant.Si od magni con pe voluptio int, as magnima ximagnat laborae

HEADLINE: HELVETICA 12/AUTO TEXT: HELVETICA LIGHT 6/AUTO

HEADLINE: TIMES 12/AUTO TEXT: HELVETICA 9/AUTO

Um etur, occum es magnis sequid qui ut mint, omnis pro volenis sendipsus est es tium ium quidele ssunto berenimin eostio doluptaecte nus reptiant.s aut eiusciandus ex ent quam sunt volorestios cuptatiorest facepre henitisque parum dolescit faces esto maiore omnimai orionse ntinver. HEADLINE: TIMES 14/AUTO TEXT: TIMES 9/AUTO

Um etur, occum es magnis

Um etur, occum es magnis

sequid qui ut mint, omnis pro volenis sendipsus est es tium ium quidele ssunto berenimin eostio doluptaecte nus reptiant. Si od magni con pe voluptio int, as magnima ximagnat laborae dolorio nsequam alicienit ipicill orecum volupti onserum ventinvent, temporr ovitatur? Ommoluptam doluptis aut eiusciandus ex ent quam sunt volorestios cuptatiorest facepre henitisque parum dolescit faces esto maiore omnimai orionse ntinver.

sequid qui ut mint, omnis pro volenis sendipsus est es tium ium quidele ssunto berenimin eostio doluptaecte nus reptiant.Si od magni con pe voluptio int, as magnima ximagnat laborae dolorio nsequam alicienit ipicill orecum volupti onserum ventinvent, temporr ovitatur? Ommoluptam doluptis aut eiusciandus ex ent quam sunt volorestios cuptatiorest facepre henitisque parum dolescit faces esto maiore omnimai orionse ntinver.

HEADLINE:AKZIDENZ-GROTESK BOLD 14/AUTO TEXT: HELVETICA 9/AUTO

HEADLINE: TIMES 18/AUTO TEXT: GARAMOND 9/AUTO


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This could be a headline.

This could be a headline.

This could be a headline.

This could be a headline.

This could be a headline. TIMES ROAMN 14, 16, 18pt

This could be a headline.

MUSEO SLAB 14, 16, 18pt

This could be a headline.

This could be a headline.

This could be a headline.

This could be a headline.

This could be a headline.

This could be a headline.

GARAMOND 14, 16, 18pt

AKZIDENZ-GROTESK REGULAR 14, 16, 18pt

Aped que dolo moloribusa ea velibus dolenducipit apellendit aut fugiti officaborum quiat estrum, nemperia voluptas pelenimet evenit, con nia de re

Aped que dolo moloribusa ea velibus dolenducipit apellendit aut fugiti officaborum quiat estrum, nemperia voluptas pelenimet evenit, con nia de re

HELVETIC ITALIC 10/ AUTO

MUSEO SLAB ITALIC 10/ AUTO

Aped que dolo moloribusa ea velibus dolenducipit apellendit aut fugiti officaborum quiat estrum, nemperia voluptas pelenimet evenit, con nia de re HELVETIC ITALIC 10/ AUTO


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PROJECT A PROCESS BOOK Section H Color Studies

Finding a color palette that works well with the Deveraux’s redesign is another element that will allow my brand concept to encompass the Deveraux’s experience.


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#4D220F

#A13922

#EFECCD

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#7B6A46

#4C4A35


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#DFD0AA

#8DA892

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#1D1DE23

#C18E44

#483127


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#344058

#465873

#F1D271

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#96935F

#585139


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Final color palette choice.

#6C5447

#E45D33

#FFFFFF

#D4D2C8

#222727


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PROJECT A PROCESS BOOK Section I Logo Development

I wasn’t satisfied with the current Deveraux’s identity that is used on their current website. For this project our professor gave use the option to create a new logo. I took this as a challenge and created something that I knew I would like to incorporate in my redesign of their website. A focus on architectural aspects of the building; old cigar factory with large windows, exposed bricks and rafters, are great ways to illustrate the Devereaux’s experience. Bringing the Devereaux’s experience into the logo and aesthetics of the website is essential. Using the idea of table utensils and place settings could be a concept for my logo. Creating a logo that is identifiable to the Devereaux’s experience is essential. The restaurant atmosphere is warm and earthy. Using a color palette that has darker colors and earth tones may help suggest what customers experience at Devereaux’s. Keeping in mind that Devereaux’s is part of the restaurant group Table 301, will help create a brand that will not feel out of place with the other restaurants within the group.


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Eliminating logo designs


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Elimanting designs and chosing a design to refine.

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Final logo solution

DEVEREAUX’S


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PROJECT A PROCESS BOOK Section J

Sketches & Grid Development

Once logo, color, type and layout structures were completed. I started the final development process and sketches of what my final design would look like. Creating a grid structure so that my site elements will be place well within my design, was also developed during this process.


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PROJECT A PROCESS BOOK Section G Final Product

After tedious amounts of research and creating the final design, the Deveraux’s Restaurant & Bar redesign project was completed. This section showcases the final page designs displayed in a browser so that you could see how the website would interact on a computer monitor. Also a redesign of their menu and a display how the new site could be view on a mobile device, has been added.


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home.html (side1)

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home.html (side2)

A R T 3 2 4 : W E B D E S I G N FA L L 2 0 1 2 P R O F E S S O R B R A D L E Y


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A R T 3 2 4 : W E B D E S I G N FA L L 2 0 1 2 P R O F E S S O R B R A D L E Y


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MENU Appetizers

EntrĂŠes

Beechwood Farms

9

Seared Tripletail

29

Wild Mushroom Risotto

10

Beef in Two Preparations

38

Beets & Sunflower

9

Black Grouper

28

Iszy’s Heirloom Garden

10

Grilled Pork Loin

28

Seared Scallops

14

Duck Trio

27

Sahimi of Kampachi

12

Crispy Snapper

27

Glazed Pork Belly

10

Stuffed Rabbit Loin

27

Duck, Duck, Quail

20

Bethel Trails Lamb

38

soup, stuffed blossom jalapeno cornbread, chive

locally forged, crispy calamari armesan, chive

sous vide apple, chevre roasted beets, walnut

cherry tomatoes, mixed lettuces mozzarella, honey-pesto vinagrette

pasta-less pork ravioli braised cabbage, kanzuri mignonette

iced radish, citrus vaiar cucumber, aji dulce

miso braised root vegtables rutabega puree, soy-molasses

seared foie gras, cherries confit crepe, vanilla-maple

parsnip puree, spaghetti squash napa cabbage, onion-parmesan

twice-baked fingerling, turnips broken oak shiitake, natural jus

wild mushrooms, sweet potato zephyr, malt vinegar

spin rossa, collard greens eggplant, pine nut, white balsamic

confit leg, sausage, breast butternut squash, crowder peas

fergola, grilled calamari celery, heirloom tomato emulsion

winter beans, wilted spinach cippolini, fines herbs, celery root

charleston gold, banana pepper lima beans, parsley, rokatillo


JACOB W, MAHAFFEY PROCESS BOOK: PROJECT A


Process Book: Devereaux's Restaurant Website Redesign