Hal Measley, the Founder and President, had a smart idea for an in-browser audio class (the previous version relied on CPU-based players). Our initial assignment was to re-design and incorporate the new player. But we had some additional ideas we thought NLF would like.

For instance, we created a new product page design that uses best-in-class eCommerce tactics for easy purchase and sharing. We also refined the checkout process to make it more seamless. You’ll note a refined brand presence, too.

Our new design focuses on benefits first and includes an incredible amount of keywords for effective SEO.

The previous design worked hard but appeared dated.

We’d like to give special thanks to our everyday client contacts, Marcia Sholl and Sue Odenburg, for making the wesbite a true collaboration.

The Killjoy Team
World Bicycle Relief
The Dirt Derby
The Bonebell (new site design coming soon)

So when Kevin Heppner asked if we could help design new logos for our favorite team (Joe’s a member), we jumped. Kevin made the new logo a center piece and pulled a 180º from previous designs with a clean kit that’s sure to stand out at the front of the field filled with overdone design and high sponsor counts.

Front and back, yellow and black – and a Stalelife logo that adds a splash of color in a subtle place.

The horizontal logotype is highly visible on a racer's thighs - perfect for the Chicago Cross Cup courses this team will dominate.

Look around Chicago and Austin, you’re sure to see this kit on the dirt and on the streets this year.

In fact, when you design online your first goal is to consider how users might come through your site. What do we want them to do first? Is there something they need to know right away? After all, if consumers are only going to read around 20% of your content, you want to give them the most important information right away.

That’s exactly what we did with BizQuest.com. We simplified their busy page and developed appropriate action-driven content to make it easier for people to complete key tasks. Our design pushes the eye in the right spot (dark blue for the most popular action), and the new header is more pleasant to the eye with a more intuitive taxonomy. Speaking of smart, the buttons that require action are all the same color, we removed the over-use of blue and, lastly, we chose fonts and weights that allow for critical spatial relations.

Success on this project was measured on conversion, and we’re on the upside. While we can’t divulge exact figures, the owner has expressed his pleasure.

New design:

Old design:

If you’re looking to buy or sell a business, please consider our partners, BizQuest. Great people to do business with (and the extra sales will always help prove our viable design even more).