Skyline Chili

Web site redesign strengthens Skyline Chili brand

The Client
Skyline Chili, a legend in the Cincinnati area, now offers its unique cuisine at over 120 locations in seven states. Skyline Chili also provides grocery and mail-order products throughout the country.

The Challenge
Skyline Chili had valuable content in a hard-to-use Web site that did not enforce its distinct brand messages. Because of this, Skyline sought a redesign of its site so that navigation and information were more intuitive with consumer needs. In addition, Skyline Chili was in need of an online design system that is consistent with their offline communications, brand identity, and recognized consumer packaging.

The Haverstick Approach
Haverstick designers and usability experts conducted an audit of the Skyline Chili Web site. Thorough analysis was done on online traffic trends, usability concerns, and internal client feedback. After review, the content of the Skyline site was restructured to combine relative areas of information and ease of navigation.

Haverstick strategic designers interpreted all of the client’s television, radio, print, and outdoor advertisements as well as menus and other communications. These materials were translated into an online visual language that would lead the Web site redesign.

The Result
Armed with a revised site map and a thorough understanding of Skyline Chili, Haverstick strategic designers visualized the new Internet solution. The resulting site design, forged from the focused creativity of the Haverstick design team, takes the brand to a new level by combining the best aspects of Skyline’s communications. Skyline Chili products take center stage while photography supports the brand messages of tradition, family, and friendly service.

Unlike the previous Web site, which relied mainly on static HTML files, the new Web site utilizes active server pages to encourage future updates and strategic expansion of content.
 
Haverstick’s Web site redesign brings Skyline Chili’s online presence to a professional level that better reflects its offline success. The new design has been warmly received within Skyline Chili and it is expected to greatly improve visitor interest in and satisfaction with the Web site.