RUSSO’S ON THE BAYSELECTED WORK
BRAND & WEBSITE REDESIGN
The project
A new brand expression and website for a family-run waterfront venue in Queens, replacing the previous look with a distinct palette, typography, imagery and editorial direction.
What I did
I developed the new visual direction from mood board through final design, then carried it across the website’s typography, color, imagery, layouts and desktop and mobile experience.
A different brand from the first screen
The original site’s light palette and understated typography gave way to a much more distinctive presentation. I brought the Russo’s name forward in oversized serif type, paired it with warm cream and deep navy, and used the venue imagery to set the tone. The opening established the new brand direction before visitors reached the practical details.
The new brand language
I paired large Libre Caslon Display headings with Archivo for practical information. Deep navy sections framed the photography, warm cream gave the story room to breathe, and soft blue made calls to action recognizable. The contrast let the site move between a dramatic venue presentation and useful planning details.
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Bringing the waterfront into the scroll
I carried the waterfront setting into the way the site moves. Wave-shaped section edges echo the bay, while “Married over the water” turns blue as visitors scroll. These details extend the new brand beyond color and typography, making the venue’s location part of the browsing experience.
Organized around the event
I grouped the navigation around the questions people bring to a venue search: what can I host, which room fits and what will the experience feel like? Weddings, Host Your Event, Venue and Cuisine became distinct paths. Room pages carried that structure forward, with photography, capacity and an inquiry action presented together.
Letting the details tell the story
I gave cuisine the same visual weight as the rooms. Large photographs and concise headings made the kitchens, bakery and dining experience easier to explore. Across the homepage, the sequence moved from event types and rooms to food, the waterfront, guest reviews, Vetro and practical planning information.
Designed for the smaller screen
I adapted the layouts for mobile with stacked content, balanced headings and prominent buttons. The mobile experience kept the same visual character while making room names, photography and next steps easy to follow. The recording shows how that system holds together as the homepage scrolls.
The complete experience
The new branding and website connected a distinctive first impression with the information needed to plan a visit: spaces, food, location, frequently asked questions and an inquiry form. Each page belonged to the same system, with a consistent route back to “Start planning.”