Portfolio Explorer
Morgan & Chase Catering
Migrated Morgan & Chase Catering from WordPress to Webflow, building a site that showcased their core catering services while keeping the client’s existing branding.
Client
Morgan & Chase Catering
Year
2023
Services
Figma
Web Design
Industry
Catering
The Problem
Morgan & Chase faced two main challenges with their digital presence:
The original brand included many elements, which made it less legible and harder to scale. Alternative versions were explored to improve clarity and consistency, but in the end the client chose to stay with their original logo, as it best represented their established identity.
Their previous website (WordPress) site didn’t clearly communicate services or help capture potential leads, especially in their niche of military and remote catering.
Key Issues
Uninspiring and Scattered Design – The website lacked a cohesive color scheme and structure, making navigation confusing.
Managing - On-site collaboration at a military base to ensure smooth communication and delivery.
Developing - Alternative visual assets (logos, contrast options) despite the client’s decision to retain the original branding.
Barriers to Engagement
The website’s dated visual identity and one-size-fits-all approach created a barrier to meaningful engagement. Younger audiences felt disconnected from the content, finding it visually flat and emotionally unrelatable, while parents faced difficulty locating essential information due to an unclear structure. The absence of interactive or dynamic elements made the overall experience static, limiting exploration and reducing both curiosity and participation.
The Analysis
Understanding the main challenges with the Morgan & Chase website involved reviewing how users interacted with the content and identifying what made it less engaging for both parents and younger audiences.
During an on-site visit to a military base, I spoke with over ten personnel including sergeants, captains, and other field professionals to better understand the operational environment and the realities of emergency response work.
These conversations provided valuable context about the company’s Emergency Catering Services, which deliver chef-prepared, high-calorie meals to disaster relief teams.
Gaining first-hand insights from responders helped shape a more authentic and relatable digital presence that reflects Morgan & Chase’s mission and the demanding nature of their service.
Research Findings
The website’s dated visual identity and one-size-fits-all approach created a barrier to meaningful engagement. Younger audiences felt disconnected from the content, finding it visually flat and emotionally unrelatable, while parents faced difficulty locating essential information due to an unclear structure. The absence of interactive or dynamic elements made the overall experience static, limiting exploration and reducing both curiosity and participation.
Technical Limitations
Early-stage Webflow experience limited flexibility in component organization, class naming, and responsive design.
The CMS structure was basic, requiring manual updates and reducing scalability.
Scope and budget restrictions prevented the addition of interactive features like animations, booking tools, or analytics integrations.
Maintaining the client’s original branding reduced the ability to modernize visuals such as color, typography, and hierarchy.
Large media assets affected loading speed, emphasizing the need for better optimization and performance workflows in future projects.
The Solution
The new Webflow site brought all company information into one place.
Services like military catering, emergency response, and events were easier to find and understand.
I focused on showing the team behind the work to make the company feel more approachable.
Navigation was simplified so users could reach out or learn more without extra steps.
Some small visual updates helped refresh the look while keeping the original branding the client preferred.
Check out my other projects!
Morgan & Chase Catering
Migrated Morgan & Chase Catering from WordPress to Webflow, building a site that showcased their core catering services while keeping the client’s existing branding.
Client
Morgan & Chase Catering
Year
2023
Services
Figma
Web Design
Industry
Catering
The Problem
Morgan & Chase faced two main challenges with their digital presence:
The original brand included many elements, which made it less legible and harder to scale. Alternative versions were explored to improve clarity and consistency, but in the end the client chose to stay with their original logo, as it best represented their established identity.
Their previous website (WordPress) site didn’t clearly communicate services or help capture potential leads, especially in their niche of military and remote catering.
Key Issues
Uninspiring and Scattered Design – The website lacked a cohesive color scheme and structure, making navigation confusing.
Managing - On-site collaboration at a military base to ensure smooth communication and delivery.
Developing - Alternative visual assets (logos, contrast options) despite the client’s decision to retain the original branding.
Barriers to Engagement
The website’s dated visual identity and one-size-fits-all approach created a barrier to meaningful engagement. Younger audiences felt disconnected from the content, finding it visually flat and emotionally unrelatable, while parents faced difficulty locating essential information due to an unclear structure. The absence of interactive or dynamic elements made the overall experience static, limiting exploration and reducing both curiosity and participation.
The Analysis
Understanding the main challenges with the Morgan & Chase website involved reviewing how users interacted with the content and identifying what made it less engaging for both parents and younger audiences.
During an on-site visit to a military base, I spoke with over ten personnel including sergeants, captains, and other field professionals to better understand the operational environment and the realities of emergency response work.
These conversations provided valuable context about the company’s Emergency Catering Services, which deliver chef-prepared, high-calorie meals to disaster relief teams.
Gaining first-hand insights from responders helped shape a more authentic and relatable digital presence that reflects Morgan & Chase’s mission and the demanding nature of their service.
Research Findings
The website’s dated visual identity and one-size-fits-all approach created a barrier to meaningful engagement. Younger audiences felt disconnected from the content, finding it visually flat and emotionally unrelatable, while parents faced difficulty locating essential information due to an unclear structure. The absence of interactive or dynamic elements made the overall experience static, limiting exploration and reducing both curiosity and participation.
Technical Limitations
Early-stage Webflow experience limited flexibility in component organization, class naming, and responsive design.
The CMS structure was basic, requiring manual updates and reducing scalability.
Scope and budget restrictions prevented the addition of interactive features like animations, booking tools, or analytics integrations.
Maintaining the client’s original branding reduced the ability to modernize visuals such as color, typography, and hierarchy.
Large media assets affected loading speed, emphasizing the need for better optimization and performance workflows in future projects.
The Solution
The new Webflow site brought all company information into one place.
Services like military catering, emergency response, and events were easier to find and understand.
I focused on showing the team behind the work to make the company feel more approachable.
Navigation was simplified so users could reach out or learn more without extra steps.
Some small visual updates helped refresh the look while keeping the original branding the client preferred.
Check out my other projects!
Portfolio Explorer
Morgan & Chase Catering
Migrated Morgan & Chase Catering from WordPress to Webflow, building a site that showcased their core catering services while keeping the client’s existing branding.
Client
Morgan & Chase Catering
Year
2023
Services
Figma
Web Design
Industry
Catering
The Problem
Morgan & Chase faced two main challenges with their digital presence:
The original brand included many elements, which made it less legible and harder to scale. Alternative versions were explored to improve clarity and consistency, but in the end the client chose to stay with their original logo, as it best represented their established identity.
Their previous website (WordPress) site didn’t clearly communicate services or help capture potential leads, especially in their niche of military and remote catering.
Key Issues
Uninspiring and Scattered Design – The website lacked a cohesive color scheme and structure, making navigation confusing.
Managing - On-site collaboration at a military base to ensure smooth communication and delivery.
Developing - Alternative visual assets (logos, contrast options) despite the client’s decision to retain the original branding.
Barriers to Engagement
The website’s dated visual identity and one-size-fits-all approach created a barrier to meaningful engagement. Younger audiences felt disconnected from the content, finding it visually flat and emotionally unrelatable, while parents faced difficulty locating essential information due to an unclear structure. The absence of interactive or dynamic elements made the overall experience static, limiting exploration and reducing both curiosity and participation.
The Analysis
Understanding the main challenges with the Morgan & Chase website involved reviewing how users interacted with the content and identifying what made it less engaging for both parents and younger audiences.
During an on-site visit to a military base, I spoke with over ten personnel including sergeants, captains, and other field professionals to better understand the operational environment and the realities of emergency response work.
These conversations provided valuable context about the company’s Emergency Catering Services, which deliver chef-prepared, high-calorie meals to disaster relief teams.
Gaining first-hand insights from responders helped shape a more authentic and relatable digital presence that reflects Morgan & Chase’s mission and the demanding nature of their service.
Research Findings
The website’s dated visual identity and one-size-fits-all approach created a barrier to meaningful engagement. Younger audiences felt disconnected from the content, finding it visually flat and emotionally unrelatable, while parents faced difficulty locating essential information due to an unclear structure. The absence of interactive or dynamic elements made the overall experience static, limiting exploration and reducing both curiosity and participation.
Technical Limitations
Early-stage Webflow experience limited flexibility in component organization, class naming, and responsive design.
The CMS structure was basic, requiring manual updates and reducing scalability.
Scope and budget restrictions prevented the addition of interactive features like animations, booking tools, or analytics integrations.
Maintaining the client’s original branding reduced the ability to modernize visuals such as color, typography, and hierarchy.
Large media assets affected loading speed, emphasizing the need for better optimization and performance workflows in future projects.
The Solution
The new Webflow site brought all company information into one place.
Services like military catering, emergency response, and events were easier to find and understand.
I focused on showing the team behind the work to make the company feel more approachable.
Navigation was simplified so users could reach out or learn more without extra steps.
Some small visual updates helped refresh the look while keeping the original branding the client preferred.