Gayety’s is a specialty chocolates and ice cream retailer that came to Americaneagle.com for the redevelopment of their online store in order to better convey their brand online and increase sales. The creative strategy for the new website played a key role in this project. The design and architecture of the site facilitates a user-friendly experience by supporting the user’s navigation pursuits. Americaneagle.com consulted the branding standards and marketing collateral of Gayety’s to ensure continuity of on and offline marketing endeavors. Americaneagle.com delivered an attractive graphic layout taking into consideration such elements as logo, images, color palette, and other related design flourishes. Organic search exposure was also important to the success of this website. The search engine exposure that the Content Management System offers ensures optimal web traffic and optimal online conversions on the Gayety’s website.