The Cat Fanciers' Association

The Cat Fanciers’ Association (CFA) decided to refresh its website and brand identity with a simple goal in mind: to make it easier for everyone—whether you’re a breeder, exhibitor, or just a cat lover with a regular house cat—to navigate and find what you’re looking for. The focus was on improving functionality while creating a welcoming and purposeful experience.

To make sure everything was covered before diving into design, I created a detailed plan with site maps and wireframes. This allowed us to clearly outline every aspect of the new site. The result? A user-friendly interface with a clean, visually appealing design that made it simple for visitors to access information and feel a stronger connection to The Cat Fancier’s Association. As a result, engagement and support from the community grew significantly!

  • Web Design
  • Photo retouching & manipulation
  • Strategy and planning

In addition to overhauling the website, I collaborated with essential stakeholders to establish a visual rebranding effort aimed at maintaining brand consistency and guiding forthcoming marketing and creative endeavors. The images to the left and below showcase a revamped logo and style guide, leveraging the existing brand while reimagining key elements to rejuvenate the brand with a fresh and relevant energy.

Prior to the design or coding phase, I develop site outlines, site maps, and comprehensive wireframes to ensure alignment with client requirements, strategic goals, and project scope. The site’s structure is designed around bite-sized, easily adaptable information chunks, facilitating multiple layout configurations for responsive design. Additionally, these wireframes serve as a content structure framework, providing copywriters with defined parameters to work within. We were able to streamline the old website, which had over 250 pages, to just 70. All while making things easier to find and navigate.

After the plan is set in place, I create design directions with key pages. They act as functional mood boards for the rest of the site.

The Cat Fancier’s Association’s mission to offer a place where all questions can be answered for the serious cat breeder and show competitor as well as being appealing to the individual who is just curious or fan of purebred cats was amplified by the attention to the website’s photographic style and cohesiveness. I curated a collection of heartwarming, and emotionally resonant photographs that focus on the owner of these beautiful cats as well as the cats themselves, allowing the website to not only create a sense of inclusiveness but also radiate authenticity and purpose. These carefully chosen images allowed visitors to connect on a deeply personal level. This visual narrative wove a powerful thread of individuality and community among supporters, enthusiasts, and professionals, instilling a shared love to The Cat Fancier’s Association’s vital mission of expanding their reach to include the serious cat breeder and the owner of common household cats.

Branded, energetic Call-to-Actions (CTAs) were strategically crafted and seamlessly integrated throughout the CFA’s website, instilling a sense of urgency and purpose. These visually distinctive elements, extended beyond the website, making appearances in ads, social media campaigns, and various outreach efforts, allowing the CFA to stand out in the community. These CTAs served as rallying points, compelling visitors to take action.

The result was a resounding success with almost double the amount of visitors in the first 90 days of launch reaching over 30,000 visitors.

Let’s work together

Get in touch today with the information below

Email

gatlingreg@gmail.com

Phone

404-729-1738

Greg Gatlin

Creative Consulting