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Figma · Adobe Illustrator · Webflow
Heatwaves is a Nashville fried chicken sandwich pop-up located in Monterey, California, open exclusively on Sundays. Operating in the owner’s backyard during the pandemic, Heatwaves quickly amassed a huge following, with people lining the street for the best fried chicken on the peninsula.
Though the pop-up had a massive social media following, Heatwaves maintained a single page, outdated website, with minimal branding. Enter moi!
Transitioning from neighborhood pop-up to a weekly brick and mortar restaurant created challenges for Heatwaves' existing customer base as customers were often confused about the pop-up hours and location, ordering process, and menu options.
I was lucky to be given a tremendous about of creative freedom, with my client trusting my opinions and ideas throughout the process. All in all, a dream project.
With that in mind, I hopped into Figma to design individual webpages and site navigation with low-fidelity wireframes. I then presented the wireframes to stakeholders for review/feedback before development began.
To reflect its California roots and retro influence, I created a brand identity characterized by a vibrant color palette, dynamic typography, and playful graphic elements. I collaborated with a photographer to capture the vibe of the new brand and played with different lighting techniques and unique backgrounds.
I didn’t spend too long perfecting the design in Figma, but chose to hop quickly into Webflow to design the finer details. I was new to Webflow at the time, and wanted to master the platform while completing the project. Thankfully, the client had no problem with this and I got to work!
The outcome of this project was incredible. Traffic to the site increased by nearly 50% after launch--driving traffic to the online ordering platform. Also, what started as a website design and branding project spiraled into other projects including print design (menus/stickers) and merchandise design (hoodies/crewnecks). Simply wonderful.
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