Strategy & Planning

When the internal team at The Green Wood approached us, they had a clear vision for the website: start small and add functionality as needed. With this in mind, we crafted a content deck and a website flow that both focus on areas essential to bringing guests into the restaurant. This included creating a menu that is easy to browse, adding booking widgets and integrations, and ensuring that their hours, address, map, and contact information is evident across all pages. To ensure that both parties were on the same page, we created detailed wireframes and prototypes to articulate our ideas.


The design of this website was heavily influenced by the existing brand guidelines created by our friends at Sovereign State; this included all colours, typography, and illustrations. We then created a simple user interface and transformed these elements into a digital style guide that matched the features in our existing prototype.


The development of this website was focused on simplicity and speed without sacrificing flexibility. To accomplish this, we created a page-based content management system that allows editors to manage a wide variety of components. This means that the editors have access to content types such as pages, menu items, and taxonomies while being able to add rich media elements like images, video, widgets, and inline advertisements. This flexibility has allowed The Green Wood team to alter their advertising and marketing initiatives and goals without having to restructure the existing code base. The website is also fully responsive, rendering properly on all major browsers and devices while maintaining strong levels of accessibility and code compliance standards.


For this project, the analytic tracking that was implemented allows the internal marketing team to collect data on browsing behaviour. This data can be used to validated user experience and design decisions. It also serves as a baseline for future benchmarking and helps inform decision-making around future content expansion.