Challenge

When NY Media (New York Magazine’s parent company) acquired MenuPages, they understood the need for a brand update. Recognizing Mucca’s fluency in restaurant branding, the client approached us to craft a site combining the spirit of restaurant design with a wit and relevance that would appeal to their urban users. The redesign needed to attract new advertisers and users without departing too much from their longstanding format.

Action

A true team effort, we enlisted internationally acclaimed artist Serge Bloch to create witty, playful illustrations to accompany our interactive maps and design overhaul. A new logo was drawn to reflect the much broader range of restaurants included in the MenuPages database—everything from critically-acclaimed eateries to your local greasy spoon. The navigation panel was restructured to allow users to conduct a general or advanced search without being directed to a new page, shortening the wait time for their food.

Results

Of course, everyone has an opinion when it comes to their favorite takeout joint, and we received overwhelmingly positive feedback from users. And everyone likes a big bottom line: the client has upped their advertising revenue, signing on major advertisers like Jet Blue and American Express.

Recognition

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