In the summer of 2022 I lead the design team in the rebranding of Suggest.com for Quillt Media. The goal of this rebrand was to launch an age positive website that catered to women age 45 and older who are navigating midlife. I collaborated with our Creative Director, Mitch Renfew, to create rebranded responsive layouts with a refreshing and elevated style.

 

Problem Summary

For years Quillt used Suggest.com as a clickbait website but the company decided that they wanted to relaunch the Suggest brand and turn it into a website with a community of users would turn to for enriching editorial content. Here is what Suggest’s landing page looked like before the rebrand. User feedback helped guide us to address several issues:

  • The old font was too thin and hard for some users to read.

  • The landing page looked too dark and the hero images were too muted for some users to clearly make out.

  • Choose a more sophisticated color pallet than hot pink and dark gray.

One of the biggest issues was that Suggest did not really have a brand voice or editorial niche. Once the Suggest team leads decided that they wanted to focus on a particular type of reader the design team worked closely with them to come up with a new look that would be more appealing to the newly defined user base.

This is Suggest’s old desktop landing page that I did not design.

 

Target audience

Suggest shifted from being a site targeted at anyone who stumbled across it’s clickbait to catering to women navagating midlife. The Suggest team specifically wanted to appeal to women who were:

  • Over the age of 45.

  • Middle to upper middle class who shop online.

  • From all ethnicities, orientations, and family types.

  • Interested in consuming age positive content .

 

Research

We lead the Suggest team in rebranding exercises including:

  • Designing a sitemap to restructure the information architecture.

  • Created personas to help the Suggest team better visualize and empathize with the end users.

  • Conducting a competitor analysis.

  • Taking a deep dive into current web design trends and looking toward trend forecasting to ensure that the new look would be unique and appealing.

 

Final Product

The final design is now live on Suggest.com. Please click on the prototype links below to prototypes of Suggest’s landing page.