Ian’s Pizza.

I an’s had 25 years of craft-pizza personality baked into every illustration on the old site — a cityscape menu gate, Uncle Sam in an apron, a cartoon crowd mural. The work was beautiful. The problem was that the site had been built as a WordPress blog wearing that illustration work as a skin, so the front door was a chronological feed, the menu was two clicks deep, and Thanksgiving 2K17 was still surfacing on the homepage.

We started with Brand Spectrum Alignment™ — a leadership session that sharpened the voice and agreed, out loud, on what the site had to protect. Then we rebuilt the whole surface around information architecture: cross-linked cities, locations, menu sections, and menu items, a two-track careers funnel, and a custom Gutenberg block library that lets the team keep publishing without flattening the personality that made Ian’s feel like a neighborhood pizzeria that happens to have three cities.