Case study
Plate: Repositioning a Print Brand as a Digital Platform
Plate's website was only a recipe database. The work was to grow it into a platform that carried the whole brand.
What was unclear
A whole brand online, reduced to recipes.
Plate's website was only a recipe database. The brand also had magazine content, daily news, and blogs, but none of it lived online in a usable structure.
What I led
One responsive site that carried the whole brand.
I ported the recipe database and grew it into a full content platform, organized into Recipes, Trends, Food News, and Magazine content. One responsive site that carried the whole brand, not just recipes.
Who I influenced
The design, and the business that shipped it.
I led the design and worked across the business to ship it: the owner and president, the finance president, the Content Director, the Publisher, the editors, and the developers.
What changed
The rebuilt site won the top honor in B2B publishing.
🏆 Plate took the 2017 Jesse H. Neal Award for Best Website. The site reached 42,000 readers and 56,000 monthly pageviews, and 90 percent of subscribers said the content shaped their purchasing decisions.
"What made it successful was not just the design. It was understanding how restaurant professionals actually worked and building something that made their jobs easier."
Design system
The component library behind this build is still browsable.
The original Pattern Lab from the project, and the same patterns rebuilt recently in Storybook with interactive controls on the core atoms.