Knowing that we had the cultural events sphere on lock due to our work with Flavorpill, the L magazine came to us when they wanted to re-invent their brand for the online arena. The L crew knew that they would call their new company YourLocal and that it would be an events destination underpinned by social-networking and review-posting functionality. We collaborated with the client on everything from the brand identity to content planning to click-flows, making this a fantastic soup-to-nuts design project.

Since a friendly, welcoming vibe was the goal, we created a logotype with a warm, convivial air that's reminiscent of both an old-school script with a modern twist and a local shop's neon sign. Translating the brand to the website, we wanted to maintain a consistent aesthetic style, but also create something that worked with a variety of seasonal themes — thus, the warm pub treatment complete with wood textures vs. the al fresco awning look complemented with grassy textures.

Anchored by this identity, we concepted and designed the full user interface for the site, from working with the client to formulate the types of content available to mapping out how the information would be presented. Finally, to lend the site a bespoke appeal, we made it modular, so that users can customize the content layout to their liking.