I had the pleasure of redesigning the visual identity for SimplyRecipes, one of the web’s most popular recipe sites. With organic traffic of 12 million users a month, the pressure was on! I worked closely with the website’s Editor-in-Chief to understand her vision – to update the look and feel and attain a more vibrant, engaging experience for her passionate audience – and I got to work. After sharing an initial round of concepts, we narrowed down the approach and began the process of perfecting the chosen direction. When all was said and done, customer experience surveys revealed that the new identity was a total hit!