THE NORTON DOG
Comprehensive Overhaul: Transforming The Norton Dog's Brand Presence
Overview :
The Norton Dog, a local public house focused on dining, needed a comprehensive revamp of its physical and digital assets.
The primary issues were high telephone call volumes, manual bookings, and frequent no-shows. My role was to create a cohesive brand identity, redesign the website, and streamline their booking process to enhance overall customer experience.
Role & Responsibilities :
I managed this project independently, handling all aspects of design and delivery. My responsibilities included:
Website design using Figma and development in Framer.
Conducting competitor analysis and UX design.
Graphic design with Photoshop and Illustrator.
Researching, selecting, and implementing a third-party booking system.
Managing print and apparel design, including menus, receipt cards, beer mats, bar decorations, and staff uniforms.
research & planning
Strategic Insights: Laying the Foundation for Success
I conducted extensive competitor research, examining website designs, booking systems, and menu layouts. The selection of an off-the-shelf booking system was crucial, focusing on cost-effectiveness and usability for a small independent business.
Design Process
Methodologies for Efficient Design
I began by developing the brand identity, including the logo, colour palette, and typography styles, informed by both online research and the owner's preferences. A basic homepage design was created in Figma and, upon approval, expanded into a complete website. This design was then adapted into printed materials and staff uniforms.
Advanced tools such as Photoshop, Illustrator, Figma, and Framer were utilised, with a strong focus on compositional flow and best practices.
IMAGE MANIPULATION & enhancement
Perfecting Every Pixel
To ensure the highest quality visuals for The Norton Dog, I utilised advanced image manipulation techniques in Photoshop. This allowed me to optimise client-supplied images, enhancing their clarity and appeal. By adjusting lighting, colour balance, and removing imperfections, I transformed ordinary photos into captivating visuals that aligned perfectly with the brand’s aesthetic.
These enhanced images were then seamlessly integrated into the website and printed materials, ensuring a cohesive and professional look that resonated with customers and elevated the overall brand presentation.
Below is the client supplied image of the building exterior alongside the enhanced image now used…
challenges & solutions
Overcoming Obstacles: Innovative Solutions for Streamlined Operations
The project required stripping back established processes to build more efficient systems. Leveraging my previous experience with hospitality businesses, I guided the new owners in adopting industry best practices. Extensive research into booking systems resulted in selecting a robust, cost-effective solution that was easy for staff to learn.
Results & Impact
Tangible Transformations: Measuring the Success and Impact
The new branding, website, booking system, menus, and apparel were successfully launched. Feedback from staff and customers has been overwhelmingly positive, with notable improvements including:
75% of bookings now automated.
A significant reduction in no-shows, with examples such as only 2 no-shows out of 188 bookings on Father's Day.
An 80-85% reduction in disruptive phone calls, freeing up staff for other tasks.
A fully implemented online booking system on a front-of-house iPad, with trained staff.
Reflection
This project enhanced my understanding of automated booking systems, valuable for future clients. I also learned about effectively communicating inclusive menu options for dietary requirements and allergies.
This experience has refined my skills in B2C design within the hospitality industry.