Overview
At Aero Design, we specialize in helping mission-driven organizations rethink their digital presence for greater impact, usability, and growth. The United States Bartenders’ Guild (USBG) came to us with a clear goal: to modernize their national website and better support their vibrant community of bartending professionals. The result is a dynamic new usbg.org—designed to streamline content management, empower local chapters, and elevate the member experience across the country. It’s a perfect example of how we help associations turn digital challenges into strategic opportunities.
Challenge
Like many associations, USBG was struggling with an outdated platform that no longer served its members or staff effectively. Content was buried under a confusing structure, local chapters had little control over their own communications, and backend tools made daily site updates tedious. The organization needed more than just a visual redesign—they needed a website that could reflect their professionalism, strengthen engagement, and function as a central hub for a large, distributed network of members, chapter leaders, and partners.
How Aero Design Rebuilt the United States Bartenders’ Guild Website to Better Serve Members, Chapters, and the Craft of Hospitality
Our approach
Our team began with an in-depth discovery process involving USBG’s national leadership and chapter representatives. We helped map out their audiences and workflows, then designed a new content strategy with clear pathways for membership, education, and events. Built on WordPress, the new site features an intuitive admin interface, modular page-building tools, and role-based permissions that give each chapter the autonomy to update their own content. We emphasized accessibility, mobile responsiveness, and a visual style that celebrates the hospitality industry’s professionalism and creativity.
Results
The redesigned usbg.org has transformed how USBG communicates with its members and partners. Chapter leaders now have the tools to post their own updates and events, freeing national staff to focus on strategic initiatives. Members find what they need faster—from joining and renewing to discovering professional resources and networking opportunities. For organizations considering a website rebuild, USBG’s success demonstrates how Aero Design delivers scalable, user-friendly solutions that align with mission and drive real engagement.