Graphic design, print and web design in the San Francisco Bay area

Case Study: San Francisco Professional Food Society Website

San Francisco Professional Food Society Website Design -- Custom WordPress Development

Project: Logo and Custom WordPress Website Design

The San Francisco Professional Food Society is a diverse community of professionals whose careers revolve around food, beverages and hospitality. The SFPFS is one of the country’s oldest organizations for professionals working in the food industry.

Client Challenge: Fussy, feminine logo and outdated website gave the wrong impression of this vibrant professional organization

The SFPFS website was several years old. Site maintenance was laborious for staff and required knowledge of HTML. Administrative tasks were largely manual and time consuming. Usability problems prevented the site from becoming a useful tool and resource for current members. In addition, the old, ornate SFPFS logo and site design did not reflect the mission or spirit of the organization.

Solution: Redesign the logo and branding, and re-imagine the website as a central hub

After a thorough user profile and task analysis to better understand the SFPFS audience, we created a site architecture to meet those users’ needs. In the analysis we identified three main user groups; prospective members, current SFPFS members and administrative staff.

We used WordPress, a blogging platform, to function as a (CMS) content management system. We customized the platform to

Result: Website is now 100% staff maintained with major benefits to member users.

For prospective members, we determined that a blog would be a persuasive tool for learning about activities and the benefits of membership as well as give SFPFS social media marketing opportunities. Big, bold buttons used throughout the site encourage prospective members to learn about the benefits of membership.

Current members have a way to edit their own profile info online, access members-only content, pay fees and sign up for events online.

Administrative staff would realize a huge time-saving benefit by members performing their own profile updates, making payments and signing up for events online. Creating events announcements and follow up reports become simple and fast via the website admin.