Strategic Brief

Project Definition

The definition of this project is to redesign a commercial site, Soul-ed Out into a interactive and functional website while maintaining the identity. The purpose of redesigning this website is to improve the website look more attractive to look at.

Current Site’s Analysis Goals

Soul-ed Out’s website should be more neat and tidy in a way so that users know where to click and start with since it serves mediocre food. Now, it is too much of repetitive elements in every page at the bottom which causes confusion which to click, what to click, link to a new link, where is the button located .Everything isn't organized properly. 

Client’s Analysis

The banner shouldn’t be in such funky direction. Since it is about delicious food and drinks, I would suggest changing it into a simple background for the logo to stand out more than it is now. Now, it looks more like a music website with music visualization. Their unique selling point is perhaps is communication as it can be seen everywhere throughout the website. The way they type and greet people who surfs their website.

Short & Long-term Site Goals

Since the long term of this site is to bring peace, freedom and celebrate good times. It is good that the website is full of friendliness by the way they greet users/customers.The short term of this website should be easy to understand and narrowed down so that users can easily navigate from a topic to another topic without clicking too many pages of under a big title. Like the reservation shouldn't be hide, which on the other side should be clear to see at the contact us. Too many sub menu of a menu will not do. Not only that, menu has to be the first priority since it's about food. 

Target Audience

Their main target audiences are mainly rich people and teenagers. They even prove their place is full of soul by placing the testimonials page from their customers. This website is full of friendliness in my point of view. In order to be respected, communication and manners is important.

Competitor’s Analysis

Very attractive and tidy with the grid system. Color mood suit their theme very much since it’s about food. Has drop down menu and flash elements like animation to cure the boringness of the website.Good navigation which is understandable, simple button and yet clear.

Idea & Concept Implementation

In my opinion, I would suggest removing the repetitive banner at the bottom. Having social buttons to be beside but, on top layer of the design might be better for viewing. Some of the unnecessarily content should be remove since it’s about food, lounge and bar. Identity of Soul-ed Out will be remained which is the yellow green and white so that it is still recognizable as Soul-ed Out at first glance of the colors used. The importance of white space is also important to a design so that readers could breathe through it.