Roast Public House


Copywriting · Front-End Development · Interaction Design · Project Management · Visual Design

Project Description

A website worthy of State Street

Roast Public House is an energetic pub and sandwich shop on State Street in Madison, WI. The founders of Roast wanted a website redesign that would reflect the artisanal nature of the food and drink being served and could keep up with a menu that changes on a weekly, sometimes daily basis.

I worked with one of the co-founders to establish an overall vision for the redesign. It was then up to me to use a logo, a handful of photos, and a menu to design and develop a responsive site that met business goals and was worthy of a thriving business in one of the most exciting cities in the Midwest.


Minimal effort menu updates

One of the aspects that makes Roast unique is a menu and beer tap list that is constantly changing. Like most businesses, finding extra resources and time to perform additional tasks is sometimes impossible going from day to day.

Challenge: How do you give a business the ability to update their website whenever it needs without creating additional work for employees?


Leverage the power of social media

During my communication with one of the Roast co-founders, I learned that the business already used Twitter and Facebook to post photos of the beer tap list and daily menu. We decided the most efficient decision would be to continue to use Roast’s social media accounts to update food and drink information and make that content easily accessible on the new site.

The outcome & what I learned


At the end of the project, Roast ended up with more than a new website. We created a way to connect their customers to their ever-changing menu and place more emphasis on their social content.

This project taught me that sometimes, it’s more appropriate not to reinvent the wheel. Roast was already using social media, which can be a very powerful tool. When considering the goals of the redesign, it made more sense to hone that tool in order to give Roast’s customers more potent and useful information.

roast public house

Responsive Website

558 State Street
Madison ,WI
back to ui design next project