Responsive Website

Title: Website Redesign And Brand Refresh

Client: AdventureGirl®

Description:

The overreaching goal was to reorganize the website legacy content and offer a flexible author model for guest writers and Stefanie herself.

  • All site categories were remapped and reorganized site wide.
  • The image style for the headers was developed to feature highlights of brand categories.
  • Each page design was created to highlight new featured content and make archives easily accessible.
  • Also of critical importance Stef’s about section including case studies and press coverage was critical to design in a fashion future partners could easily parse.
  • It is also mission critical Stef’s website be mobile responsive as a majority of her website viewers are viewing her site mobile or via tablet.

Read More About this project

The website palette was chosen to facilitate a fresh, inviting personal brand experience.

  • I chose a bright teal and built out a color story for each section of the website. Teal for hotels, a punchy golden orange for food, a warm sage for style, a deeper teal for travel and a golder version of the orange for 8 Great.
  • Informational travel sites are big on the color green and dark blue so the goal was to put Stef on a brighter more youthful path for brand direction, which included her wordmark in the brand teal and light gray.

A sought-after spokesperson, Michaels has a long list of television accolades, which include: travel and social media expert for E! Entertainment’s That Morning Show; Access Hollywood’s travel personality; guest correspondent for The Insider; special guest on the Rachael Ray Show; and a contributor on CNN and FOX News networks.

As a journalist, Michaels has contributed to Women’s Health & Fitness, Elite Traveler, Self, and People Magazine, as well as numerous online outlets such as AccessHollywood.com, Jaunted.com, The New York Times and CNN, and Yahoo Travel.

In addition to being named #1 in Forbes’ 20 Most Branded Women on Twitter, Michaels has been featured in American Airlines’ American Way Magazine, Vanity Fair, TIME, USA Today’s Woman Magazine, Enroute, Glamour Magazine, and Marie Claire.

Several years later with minor updates the site functions as well as the day it launched. It continues to grow as the staff contines to learn more about content management.

Note

Headers are set in Josefin Slab and Lato for body copy. Both open source google fonts in an effort to manage budget. The thin slab serif adds an anchored touch of modern sensibility that before was dominated by stuffy traditional serif text on the old version of the website.

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