The re-engineered (as opposed to “redesigned”) website of The American Fly Fishing Trade Association is now alive and kicking.

Front page images were rescaled so more valuable content was above the fold, and new typography was chosen so consumers whose eyes are otherwise damaged from tying #28 midges could still read the text. Otherwise, the project was ripping the face off the old site, placing it on top of a more efficient and flexible content management system. Plus a few other tricks not generally available.

The switchover took place when I should have instead been casting the same midges across a small creek, so if you find any technology-related bugs and/or feel the need to play armchair quarterback after the fact, be advised the developer is a little testy right now.

MG signing off (to go back to staring at that yet unused two-weight sitting in the corner of the office)