The primary objective of the website redesign for The San Francisco Standard was to empower the editorial team to express their ideas more freely. Previously, the layout confined us to a uniform structure, regardless of content. Our goal was to give writers the flexibility to showcase their stories with the same vibrancy and character as the narratives themselves.

I implemented and built a 500-piece modular component system and grid system, allowing for endless layout variations and adaptive story blocks. As a result, the redesign led to a 25% surge in website traffic and a 20% increase in brand recognition among the target demographic. User feedback indicated a 40% improvement in satisfaction with the website's usability, contributing to longer session durations and increased page views.

I led the development of a refreshed brand identity, incorporating contemporary design elements while staying true to The San Francisco Standard's legacy. This included refining the logo, updating the color palette, and creating a cohesive visual language that resonated with the target audience.

The San Francisco Standard's brand refresh and website redesign project not only modernized its visual identity but also elevated its digital presence, resulting in tangible improvements in user engagement and brand perception.

To maintain consistency and alignment across all marketing materials, I developed and documented comprehensive brand guidelines that outlined the updated visual identity and provided clear direction for future brand-related initiatives. This included social templates, series illustrations...