Tuesday, February 19, 2013

Featured Project: New web site/photography for Federal Pizza

At Kitchen Sink Studios, we love working with clients who are pushing the envelope and setting the standard in their industries. Over the past few months, we've had the privilege of working with Upward Projects, the parent company behind several exceptional restaurants in the Valley — Postino, Winsdor, Churn and most recently Federal Pizza.

The Kitchen Sink team is working with Upward Projects on several fronts, but the first one to go public is the new web presence for Federal Pizza, their recently opened new concept in north central Phoenix. Federal Pizza is housed in a stunningly restored former bank building, and has already taken its place as one of the Valley's most exciting — and delicious — new restaurants.

A restaurant this great deserves a web presence that's just as strong. So based on the brand identity work done by local agency Switch, the Kitchen Sink team the Kitchen Sink team developed a new site featuring beautifully styled photography and extensive use of web fonts to preserve the look and feel of the Federal Pizza brand. The site also features fully responsive coding that creates a striking — but very user-friendly — interface for mobile devices.

"During the design process we decided that the photography and typography should be a focal point of the site," said Dan Freeman, Kitchen Sink's Director of Web Development. "Using a percentage-based architecture and responsive images we were able to keep the same look no matter what device you are using. The site looks amazing on a computer as well as tablets, large Android phones and scales down beautifully on smaller screens like the iPhone 4S. All of this is accomplished without loading extra images to keep the site snappy despite slow connections. Even the menu and navigation respond dynamically to the device size to give the user a great experience however they choose to view the site."

Our team spent a full day (and night) carefully lighting and art directing a shoot shortly after Federal Pizza opened to capture the ambiance and dining experience. The Upward Projects team has a unique and exceptional sense of style when it comes to how they present their restaurants and brands, and our challenge was to capture it in a way that would bring Federal Pizza to life on screens big and small.

One of our favorite features of the web site is the menu. While most restaurants simply upload a PDF file of their hard-copy menu, the Federal Pizza team wanted something more. So we coded the menu in HTML5 and with responsive coding to present their delicious fare in a memorable way. The menu is also coded with a content management system that allows the Federal Pizza team to make day-to-day changes and automatically have the formatting preserved.

We look forward to rolling out even more killer work for the Upward Projects team in the coming months — it's been a great client relationship so far, and we're looking forward to seeing where it goes in the future!