Designing a Cutting-Edge Website for Gusto TV

The Opportunity

Collaborating with international brands targeting a global audience is a thrilling prospect for any designer. When Gusto TV’s Vice President reached out to our web design agency, we were presented with an exciting opportunity: to audit their aging website and create a strategy for deploying a new site focused on enhanced storytelling, search engine optimization (SEO), and revenue generation through customized ads. After a series of strategic meetings with the Gusto TV team, we devised a comprehensive long-term plan to design and develop a new website to support the food network for years to come.

Embracing the Challenge

Creating a custom website for an international culinary brand posed a unique challenge that our team eagerly accepted. We collaborated closely with the Gusto TV group to gain a deep understanding of their diverse audience segments, establishing clear goals and guiding principles for the project. We aimed to evolve an internationally recognized culinary brand to captivate foodies, amateur chefs, and culinary experts alike. Leveraging our decades of experience in custom website design for major brands, we set out to craft an engaging online experience that aligned with this objective.

Website Design Goals

Digital brand evolution – as an internationally beloved culinary brand, Gusto TV would require a subtle brand enhancement that honours the tradition and longevity of the Gusto TV network worldwide.
User-Interface design – as the brand evolution unfolded, our creative team focused on creating a custom website interface design that was synonymous with the cornerstone of the Gusto TV brand.
Custom WordPress development – A custom WordPress backend would be developed to power the beautiful new website and provide the marketing team with complete control over every pixel.
Search Engine Optimization – develop a sound technical SEO strategy for the new website, weaving our best-in-class, technical SEO strategies into the website design and development process.

Culinary Website Design and WordPress CMS for Gusto TV

The Web Design Process

Our process began with a thorough analysis of historical website analytics and competitive data, coupled with initial interviews with key project stakeholders. Through our Site Mapping exercise, we developed a navigational plan for the new website, visually collaborating with the marketing team to guide visitors from entry through lead generation and conversion points.

We then moved to a comprehensive wireframing exercise to explore and refine the new information architecture. This step allowed us to prototype and present contextual layouts for the marketing team, providing a clear understanding of the website’s foundation. By testing various user journeys and conversion points during the UX design phase, we ensured all stakeholders had input on the fundamental direction of the new website before transitioning to the creative design phase.

Responsive Website Design

Every recipe in your pocket

Designing the User Interface

With stakeholder approval, our web design team commenced designing the new website interface. During the conceptual phase, we showcased creative designs in various scenarios, expanding the UI design into a complete design system. Collaborating closely with the Gusto TV team, we fine-tuned the UI, perfecting unique page layouts, design elements, and user interactions.
We extended the design system across all responsive environments, from desktop to mobile, enabling project stakeholders to review and experience every unique aspect of the website in a responsive context before writing the first line of code. This immersive process empowered our clients to make well-informed decisions about their new website.

Development and Integration

Once the artwork received final approval, our web developers began converting the high-fidelity UI designs into SEO-optimized, pixel-perfect code. Before integrating the front-end HTML and CSS with the custom WordPress CMS, we rigorously tested initial page templates to ensure flawless performance across modern browsers and mobile devices.

Our WordPress development team then integrated the HTML and CSS into a custom-built WordPress CMS. Emphasizing meticulous planning and craftsmanship, our development philosophy ensured that clients received a tailored experience aligned with their needs and goals. This approach empowered Gusto TV with complete control and confidence in managing their website, enhancing their marketing strategies and achieving long-term ROI.

“Parachute’s patient and confident approach put our team at ease. What initially seemed a complex and daunting project quickly became engaging and rewarding as we bought into their web design process. The outcome of our collaborative work exceeded our loftiest goals for the new website and we’re extremely proud of the digital platform we’ve created together to continue growing our brand.”

Carrie Gillis,

Vice President, Gusto TV

Quality Assurance and Launch

Following WordPress development and initial content entry, the website underwent extensive quality assurance testing to confirm content placement and functionality. We conducted a live CMS demo with the Gusto TV marketing team, covering all tools and functionalities within the new CMS and providing recommendations for content management and SEO best practices.

After handing over the keys to the marketing team for final pre-launch adjustments, we scheduled the launch day. Deploying the website early in the morning allowed time for any final adjustments before the start of the business day. Post-launch, we transitioned to a supportive role, monitoring the website’s indexing on search engines. Our post-launch support included two months of comprehensive maintenance, software updates, and security audits, ensuring the site’s success and growth.

By taking a strategic, collaborative approach, we delivered a dynamic, user-friendly website for Gusto TV that not only met their immediate needs but also set the stage for future growth and success.

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Project Overview