Meg Smith
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Pearle Hospitality

Work done at Parallel
Art Direction and Strategy, Web Design

 Pearle Hospitality came to Parallel looking for a digital design partner that would oversee the reworking of all their existing property websites. We worked to create a cohesive suite of websites that retained a distinct visual style, but could repurpose elements from each, giving them value and flexibility during the launch of multiple property websites.  The bulk of the work started with the Spencers at the Waterfront redesign.  Since the Pearle Hospitality team had stunning photography of each of their properties, I featured photography heavily and used it as a guiding point in the style of each site.  Other key homepage needs were introducing the property, flexible calls to action as information can be seasonal, and address/directions/hours of operation so potential customers always had quick access to that information.

Pearle Hospitality came to Parallel looking for a digital design partner that would oversee the reworking of all their existing property websites. We worked to create a cohesive suite of websites that retained a distinct visual style, but could repurpose elements from each, giving them value and flexibility during the launch of multiple property websites.

The bulk of the work started with the Spencers at the Waterfront redesign.  Since the Pearle Hospitality team had stunning photography of each of their properties, I featured photography heavily and used it as a guiding point in the style of each site.  Other key homepage needs were introducing the property, flexible calls to action as information can be seasonal, and address/directions/hours of operation so potential customers always had quick access to that information.

 It was crucial to Pearle Hospitality that each site be responsive.  Many decisions to dine can happen on a mobile device and they didn't want their potential customers to be frustrated with a poor mobile experience.  I designed the website with mobile in mind, ensuring that key mobile touch points were functional and beautiful.  The customized Open Table widget and food menus are easy to use whether on desktop or mobile.

It was crucial to Pearle Hospitality that each site be responsive.  Many decisions to dine can happen on a mobile device and they didn't want their potential customers to be frustrated with a poor mobile experience.  I designed the website with mobile in mind, ensuring that key mobile touch points were functional and beautiful.  The customized Open Table widget and food menus are easy to use whether on desktop or mobile.

 When designing the follow-up site designs to Spencers, I used similar components to retain an overarching Pearle Hospitality feeling, but made use of different styles inspired by each location.  While some functionality was reused, each location had slightly different needs and different core pieces were designed.

When designing the follow-up site designs to Spencers, I used similar components to retain an overarching Pearle Hospitality feeling, but made use of different styles inspired by each location.  While some functionality was reused, each location had slightly different needs and different core pieces were designed.

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