A digital experience serving the needs of a one-of-a-kind food hall, built to scale for a growing network of concepts.
This food hall wasn’t just a collection of vendors—it was a vibrant space that celebrated food, music, and events from the local community.
Our challenge was twofold: first, we needed to create a digital experience that captured the energy of walking into the food hall while guiding users to the info they needed. Second, the website had to function as a template for multiple food hall concepts launching in the coming months. This meant designing a system that could adapt to different locations and branding while still feeling fresh and unique.
From disjointed to discoverable
After auditing the previous site, we found a major gap: there was no central place for users to access all the key information. The existing structure forced content into buried pages, requiring users to dig for what they needed.
Our solution was to create a more seamless exploration experience by implementing clear signposting, allowing users to effortlessly glide between food menus, guides, and events happening that day.
Each page acted as a gateway to relevant content; guiding users to discover more of what the food hall had to offer.
We wanted to showcase the story behind each of the vendors.
The vendor pages needed to be flexible enough to accommodate a variety of content while showcasing the unique personality of each restaurant. To achieve this, we prioritized visually distinct elements—such as images, menu items, and social feeds. Meanwhile, essential details like hours, location, and menus were placed in smaller, uniform containers for easy scanning. To further highlight each restaurant, we introduced a 'Meet the Vendor' section, highlighting the story behind each business. The hall hosts a mix of one-time and recurring events, from holiday performances and local artists to weekly karaoke nights and seasonal kids' activities.
To support this, we created two post types. One-time events functioned as standard posts with event details and RSVP links. Series events, however, included a modal that displayed all occurrences within the series, giving users a clear, high-level view of ongoing events.
To further unify the experience, we introduced Guides—a new content type that curated vendors, bars, and events under common themes, making it easier for users to explore everything the food hall had to offer. For occasions like Mardi Gras, happy hours, or Super Bowl watch parties, Guides allowed admins to add event details, create timelines with tagged event pages, and showcase vendor specials into a single view.
We built a flexible framework for a bold brand.
For the Legacy Food Hall brand, the existing identity featured a bold logotype and a monochromatic color palette. To inject energy, we introduced yellow as an action color, complementing the strong visual elements. Our UI approach was large-scale and structured, encouraging interaction while ensuring clarity. To balance the bold, high-contrast design, we incorporated soft animations with a custom motion curve—giving elements a sense of weight and movement while maintaining a relaxed feel.
A key aspect of this project was defining a flexible UI framework that could be easily adapted for future food hall concepts. I worked closely with the development team to build a custom, scalable template that allowed for brand variations while maintaining a consistent user experience. All Work