Blog

Project Spotlight - Feast in the Middle East

Posted by Amanda | June 5, 2018

What Services did Westminster Provide

  • Brand Identity
  • Business System
  • Printing
  • Social Media Consulting
  • Web Design
  • Programming
  • WordPress CMS

About Feast in the Middle East

Westminster had the pleasure of meeting Blanche Shaheen late last year. A former network television host and reporter, Blanche now takes a front seat on her own cooking show, sharing hundreds of recipes preserved by her mother and grandmother of Arab descent. These heirloom recipes were all handed down from word of mouth from one generation to the next, recipes that even culinary schools lacked as no written measurements were in existence. With Blanche’s journalism background, she decided to document the recipes in an ongoing cookbook, and Feast in the Middle East was born. You may follow this series on YouTube, Curious.com, or Virgin America Airlines, where it has an estimated audience of 1 million people per month!

About the Project

As Blanche grows her business and increases her followers, Westminster wanted to create a proper foundation on which to build. Creating a simple, yet colorful brand identity was in store, and we feel we found the right balance. An elegant yet simple typeface paired with a colorful Moorish shape that ties to the sun and land in the Middle East. With many social media platforms available, we strategized on which areas to focus, with what messaging, and how to optimize the audience’s experience when on the Feast in the Middle East website. Aesthetic improvements were made to maintain brand consistency; however, most improvements were made to streamline the user experience in finding and locating recipes. Westminster introduced and improved content categorization while utilizing existing WordPress tools for consistency. Mobile responsiveness was also introduced to take advantage of mobile traffic. We look forward to working with Blanche in the future and eagerly anticipate a possible cookbook on this beautiful brand horizon.


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