the
where.
BUSINESS
the
Where.
Business
Brand conversion direction

Turn the RetailHub clone into The Where Business.

This page documents the visual conversion needed on thewherebusiness.com before new posts are added. The layout can stay, but the brand system should feel editorial, warm, premium, and clearly separate from RetailHub.

01 · Scope

What stays and what changes.

The site should not be rebuilt from scratch. This is a brand conversion and polish pass using the existing page structure.

Keep

Page structure

Keep the main layouts, homepage flow, navigation structure, Elementor sections, and reusable templates unless something is clearly broken.

Replace

Brand identity

Replace RetailHub colors, logo, footer identity, button styling, link color, badges, headings, and all remaining RetailHub wording.

Prepare

New content

Current posts will be replaced later. The first task is making the site feel like The Where Business before new editorial content is added.

02 · Color system

Move away from RetailHub blue.

The new palette should feel warmer, more editorial, and less SaaS. Orange becomes the main accent color.

Orange#F77F00
Deep Orange#D9650A
Soft Orange#FFE9D1
Ink#1a1411
Cream#f7f2ea
03 · Typography

Use an editorial type system.

The type should feel more like a premium publication and less like a generic affiliate directory.

Display serif
The brands worth knowing.

Use DM Serif Display for large headlines, hero statements, editorial titles, and logo-style brand moments.

Modern grotesk
Rankings, reviews, and operator playbooks.

Use Space Grotesk for navigation, buttons, cards, body text, and interface elements.

04 · Implementation checklist

What needs to be updated first.

Work globally first, then polish the homepage and mobile views.

Global updates

  • Replace all RetailHub logo instances with The Where Business.
  • Update favicon, header logo, sticky logo, footer logo, and mobile logo.
  • Replace RetailHub, Retail Hub, retailhub, and RetailHub.co across the site.
  • Update buttons, active nav states, links, badges, slider controls, and gradients.
  • Update footer copyright, newsletter language, and brand description.

Homepage polish

  • Reduce the empty feel in featured sections.
  • Apply warmer cream backgrounds where appropriate.
  • Use orange accents for section titles and CTAs.
  • Review mobile spacing after desktop styling is complete.
  • Make sure the site feels like a standalone editorial brand.
Final direction

The Where Business should feel like its own publication.

Once the brand conversion is complete, new posts and brand content can be added without carrying over the RetailHub identity.

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