The Hood Hargett Breakfast Club is a category exclusive business development group in Charlotte and features top speakers from around the country. The group wanted to redesign and streamline their site as it had become cluttered with a lot of outdated information and events, was not well-optimized for mobile browsing, and had a dated look and feel.

A simplified, one-page design was the solution, pared down to only the essential information. This included a brief explanation of the club, a schedule of upcoming events, a form to request membership, as well as a list of members which included names like the Carolina Panthers, Atrium Health, The Charlotte Observer, and Duke Energy among others.

The new look better reflected the exclusive and professional nature of the club’s distinguished members. It prominently featured professional photography taken by a member of the club, an updated color palette, clean lines and color blocking, and a warm and lively treatment of the imagery that is a compliment to the strong, softer blues.

The previous layout was visually distracting, both in color scheme and hierarchy of information. It lacked consistency in imagery and typography treatments, and did not have the same stately look and feel that the club wanted to achieve with the new design.