A business like ours relies on an informative and inviting website to reach its audience. And in today’s digital world, you can’t stick to the past. So we decided to rebuild again.
Why? Our school has changed, evolved, moved into a new paradigm, just like it did three years ago when it too warranted a new website to reflect the shift. This time Northwest’s shift focuses on creativity and greater collaboration. After 13 years of evolving our curriculum, kitchens, and teaching methods, we are in the desirable position to evolve how we create with our hands, ideas, and ingredients. Creative opportunities are what students want to sink their teeth into once they learn the basics. So we decided to give them more.
What? The website needed to tell a more personal story about the Northwest experience. We wanted the message of who we are, what we do, and what we expect from you to be clear. We were told that consumers don’t read information on a website, that their attention span is in seconds, not paragraphs. Well, this is a major investment, and we decided we wanted students who do read information carefully. But we were going to put on the screen something visually beautiful and creative – it is what we do with food on a plate. And like a great plate, we decided to emphasize ingredients, textures, colour, accents, and garnishes here and there. It invites learning more of the story.
How? A long process. We wrote and photographed all the content in house, but it requires much deliberation with a hired design and web design team led by Kevin Whelan of KVNW, to figure out the complete picture. Like anything worthy of attention, the process is never simple, requiring some resetting, and lots of persistence from all involved. But the main ingredient to make it happen? Trust in the individual talents of the team.