Rebranding, Redesigning, Responsive │


Squaremeal (SM) is London and the UK's guide to the best restaurants, bars and venues. It is a vast site filled with news and 1000s of restaurant, venue and event pages. The aim of the project was to take the existing website, introduce a new modern rebrand, refreshing several pages and do a major clean-up operation of the site.


The project kick-off consisted of thorough analysis of existing user behaviours using a combination of heat-maps, Google Analytics (GA) and focus groups + a wider look at the audience.

A rebrand was also taking place at the same time as the site analysis. The old serif SM logo + brand colours seemed somewhat antiquated especially when gathered stats showed the demographics were becoming increasingly younger.

When company goals + UI were understood wireframes and prototypes were created to set out all the desirable elements and go through a process of elimination.


Digital design
Design project management


Monomax Ltd




Ed Butcher — Head of Online

Wireframe prototypes

Many pages on the site were simple with linear processes - news articles or event pages. There are also more complicated multi-functional web pages which required a greater level of work.

By coupling my design experience with end-user behavioural data I created user-lead wireframes/prototypes of several areas of the Squaremeal website. Most notably the product pages where a dual solution was needed to encompass the company specific commercial goals with user expectations and accessibility. These were translated into full designs and then implemented into the working website.

Restaurant product page

Best list wireframe

Logical layout + imagery used here to highlight most popular lists. The Best list pages above is from the wireframe study.