Square online Website Redesign & Brand Strategy
Urban Angus Steak & Wine
A modern steakhouse where timeless tradition meets elevated, urban hospitality; reimagined online to sell and sense the experience, not just the menu.
Before - Landing Page
After - Landing Page
Before - Events & Bookings
Before - Events & Bookings
After - Events & Bookings (New Page)
After - Events & Bookings (New Page)
After - Reserve (New Page)
Directed a full website redesign on Square Online, restructuring site architecture and navigation to improve conversion and guest flow
Refreshed colour palette and typography system to align digital presence with brand identity
Designed and wrote conversion-focused UX copy, integrating SEO keywords to support organic traffic growth
Integrated third-party booking technology (OpenTable) directly into the reservation UX
Curated social proof (guest reviews, guest photography) into page design to build trust and credibility
Directed photography selection and placement across homepage and gallery pages
Maintained ongoing creative and technical ownership post-launch, iterating pages as business needs evolved
At A GlanceThe Evolution of Urban Angus
Full Case StudyThe opportunity
Urban Angus had all the ingredients of a destination restaurant - premium steaks, an extensive wine program, live music, a warm dining room - but the website wasn't carrying any of that across. It read like an information hub: hours, menu, a booking link. Functional, not felt. The opportunity wasn't to fix something broken, it was to close the gap between how the restaurant feels in person and how it presents itself online - to sell the experience, not just the menu.
The concept
The name does a lot of the work on its own: Urban (modern, social, contemporary) against Angus (quality, tradition, craft). That tension became the brand's throughline; refined but approachable, classic but modern, elevated without being exclusive. Positioning shifted from "a steakhouse" to a modern steakhouse experience where timeless tradition meets elevated hospitality, giving guests an emotional reason to choose Urban Angus, not just a menu to scroll.
The process
The rebuild started with structure, reorganizing the site so a guest's path from curious to reserved took as few clicks as possible. CTAs were placed at every natural decision point instead of buried in a nav bar, and a new "Signature Experiences" section was built into the homepage to give guests something to want before they even see the menu. All of it was designed within the constraints of the Square Online platform, working the layout and design options within that tier rather than against it, which shaped nearly every structural decision made.
The execution
Beyond structure, the site needed to earn trust fast, since a first-time guest has no relationship with the restaurant yet. Reviews and guest photography were pulled into the design specifically to do that work before a single word of copy did; social proof as a shortcut past skepticism. Copy itself was rewritten to close a different gap: the existing language read generic, and a modern steakhouse experience needed language that matched the tension in the concept: refined without being stiff.
The result
The relationship with Urban Angus continued past launch: private event availability, a new events gallery, refreshed photography by category, and a second CTA built to capture an audience the original site wasn't speaking to at all. Next: a full brand kit and social template system, so the voice and visual language built for the website can carry across every other touchpoint the brand shows up in.