Website Redesign & Brand Strategy
Urban Angus Steak & Wine
A modern steakhouse where timeless tradition meets elevated, urban hospitality — reimagined online to sell the experience, not just the menu.
Before - Landing Page
After - Landing Page
Before - Events & Bookings
Before - Events & Bookings
After - Events & Bookings (New Page)
After - Events & Bookings (New Page)
After - Reserve (New Page)
Reorganized full site structure and navigation to improve guest flow
Refreshed colour palette and typography to align with brand identity and highlight the felt experience
Consolidated menu structure (combined food and drinks, streamlined booking) with multiple CTAs added throughout
Redesigned hero section with primary CTA "Reserve a Table" and secondary "View Our Menu"
Built new Contact Us and Reservations pages; consolidated Menu and Events pages
Integrated OpenTable for direct, seamless online reservations
Rewrote website copy to match brand voice and added SEO keywords to drive traffic
Curated and displayed guest Google Reviews and guest-submitted photography to build trust
Added an event gallery, homepage category photography, and an "Inquire About an Event" CTA
Launched a newsletter opt-in to capture and grow the guest email list
At A GlanceThe Evolution of Urban Angus
Full Case StudyThe OpportunityUrban Angus had all the ingredients of a destination restaurant — premium steaks, an extensive wine program, live music, a warm dining room — but the website wasn't carrying any of that across. It read like an information hub: hours, menu, a booking link. Functional, not felt. The opportunity wasn't to fix something broken, it was to close the gap between how the restaurant feels in person and how it presents itself online — to sell the experience, not just the menu.
The ConceptThe name itself does a lot of the work: Urban (modern, social, contemporary) against Angus (quality, tradition, craft). That tension became the brand's throughline — refined but approachable, classic but modern, elevated without being exclusive. Positioning shifted from "a steakhouse" to a modern steakhouse experience where timeless tradition meets elevated hospitality — giving guests an emotional reason to choose Urban Angus, not just a menu to scroll.
The ProcessThe rebuild started with structure — reorganizing the site so a guest's path from curious to reserved took as few clicks as possible. Menus were consolidated, booking was streamlined, and CTAs were placed at every natural decision point instead of buried in a nav bar. Colour and typography were pulled tighter to the brand, and a new "Signature Experiences" section was built into the homepage to give guests something to want before they even see the menu. All of it was designed within the constraints of the Square Online platform — working the layout and design options within that tier rather than against it.
The ExecutionBeyond the rebuild, the site was wired for trust and momentum: OpenTable was integrated directly into the reservation flow, guest Google Reviews and guest-submitted photography were pulled into the design as social proof, and copy was rewritten page by page to match the brand's voice while carrying SEO keywords to support imagery and drive organic traffic. A newsletter opt-in was added to start converting site visitors into a retainable list — turning the website from a one-way information page into the start of a relationship.
Bringing it to LifeThe relationship with Urban Angus continued past launch. Hours were updated to reflect private event availability, a new gallery went up showcasing past events, homepage photography was refreshed by category, and a second CTA — "Inquire About an Event" — was added to capture an audience the original site wasn't speaking to at all. Next up: a full brand kit and social template system, so the same voice and visual language built for the website can carry across every other touchpoint the brand shows up in.