The WA Good Food Guide celebrates Western Australia’s Top 50 restaurants, as deemed by the West Australian Good Food Guide Awards. Originally a paper publication, they came to us ready to establish a fresh digital presence, engaging its audience with a gourmet digital experience.
With lush food and venue imagery an integral part of the content strategy, we incorporated a black-and-white minimal style, inspired by magazine editorial — a design that would step aside and let the photos lead the way.
This degree of ‘content agnosticism’ wasn’t just a design decision, but a strategic call too. As the photos would come from a diverse group of sources, it was essential that the site’s look and feel remain visually neutral, so as not to stylistically favour any one venue.
What we could count on was the quality of imagery — vivid, beautiful, high-resolution photos that, even when optimised, could potentially impact the user experience due to the increased page weight. So we included features to ensure sustained page performance in the face of large and unpredictable content.
Animations and visual enhancements are carefully timed for a butter-smooth visual experience, based on what the user is currently seeing and doing on the site. With this custom ‘lazy loading’ approach, we could deliver snappy load times across the whole site, even on our heaviest pages.