Nubian Markets is a halal grocery, a butchery, a cafe and a gathering space in Nubian Square, Roxbury. Four real reasons to walk in. The old site treated them as one undifferentiated block, so the things people actually arrive for were buried below the fold.

The goal. Make those four reasons legible in the first screen without turning the homepage into a directory listing.

The approach. I rebuilt it on a brand system rather than a set of pages. One set of rules for type, colour, spacing and motif, applied consistently, so the grocery, the butchery, the cafe and the gathering space read as parts of the same place rather than four sites stapled together. That is the difference between a redesign that holds up and one that drifts the moment someone else adds a page.

The part that took longest was restraint. A market with this much going on invites you to show everything at once. Most of the work was deciding what the first screen does not say.

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