Background and Challenges
Rebranding BBGV presented opportunity to re-think all touch-points, including their online presence.
We needed to balance functional needs of visitors and potential members, and ease of navigation for a rich set of member-only content.
We took a blue-sky approach to re-design the UX and UI from the point of view of three sets of users: occasional visitor, potential member, and current member.
The site reflects the overall look and feel of the master brand, and compelments a comprehensive set of brand applications for BBGV across physical, print, and digital spaces.