With her first book launch in the near future, Andrea Bemis, owner, farmer and chef of Dishing Up the Dirt food blog, wanted to refresh her branding and redesign her site to feel more like a lifestyle brand, and less like the standard WordPress template she had long out grown.
This was the first redesign for Dishing Up the Dirt logo. The goals were to make it more approachable, sophisticated and grown up. We did away with the coloured gradient, but kept Andrea's beloved Beet icon, her self proclaimed spirit vegetable. The final logo utilizes the same idea of the first logo, with an upgraded custom font face and new horizontally balanced, primary layout.
For the site, our primary goal was to make the site feel more dynamic, expanding the conversation from just a blog to a lifestyle site where people want to explore. The new homepage reads more like a story, letting people get a larger perspective of all the recipe types Dishing Up the Dirt offers. Functionality, and search ability were also very important goals. We wanted to give viewers the reigns in food selections, a choose your own adventure recipe journey through the dedicated Veggie pages and dynamic filtering system on the Recipe landing page. Lastly, we wanted to share Andrea's character and rich personal story in a visually appealing way, and be able to feature her book, and other exciting future ventures on her About page.
Development & UX - Ben Ipsen
Photography - Andrea Bemis
Creative Direction, Web and Graphic Design - Hanna Boone
Site Launched November 2016