As a private chef and recipe developer, Jennifer Iserloh – also known as Skinny Chef – has created hundreds of nutrition-packed dishes for her clients ranging from average American families to top New York City celebrities. Her food philosophy is absolutely simple: Cook nourishing meals, find an exercise routine that works and go ahead, enjoy the things you love.
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With Jennifer Iserloh’s recent move into TV and her new role a contributing editor for Self, Self Dishes and Yogalife magazines, it was clear that her existing site required a redesign. In consultation with Bright Launch, Jennifer decided to keep the color scheme but add video clips, flash animations and hundreds of professionally photographed recipes.
At the outset, we devoted nearly 40 hours on planning out every detail – including the sitemap, what content to include or how to strengthen existing content. With a clear roadmap in hand, we then designed several static designs featuring the beautiful artwork in the banner & footer, along with customized buttons and icons.
During the next stage, Bright Launch reorganized copy, photos, and other imagery to showcase Skinny Chef’s strong visual content. We stressed that compelling design is crucial to attract high traffic and win interest from key players in the food and publication industry.
Currently, Skinny Chef’s outstanding Internet presence conveys the elegance of a magazine-style layout combined with a splash of fun and youth. Adding Jennifer’s flash movies from spots on the Today Show as well as local TV demonstrates that Jennifer and Skinny Chef are multimedia-ready, giving the company increased competitive edge.
Towards the completion of the project, we began a marketing campaign to reposition Skinny Chef and announce the redesign. With good cause, the design community, new & returning visitors, and colleagues have rallied around the new site. Skinny Chef’s traffic has increased 15-fold in one month to more than 2000 unique visitors per day:
Click on thumbnails to open gallery,
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Bright Launch combines beautiful photography, compelling content and exceptional visual design to create a web presence that delivers results. We believe that the ultimate strength of any website lies in the richness of its content and the degree to which it invites visitors to interact, bookmark, and return again.
In our experience, visitors to any website will spend only a split second to form their opinion about a site and – by extension – about an organization. Unless clients conquer that challenge first, visitors won’t even bother to read through much of the text copy, let alone browse around the site to find out about the rest of an organization’s mission and approach.
The good news is that clients have control over shaping that critical first impression – Bright Launch is a strong proponent of creating a well-balanced mix of text content to quality photography that invites readers to browse, glance, and finally start reading.
