New Signature created a visual design that extended the culture and energy of the restaurant.  The visual design draws heavily on a Hemingway theme to complement the restaurant’s Hemmingway name and motif (the Pilar was Hemingway’s boat).  The restaurant acts as a meeting place for locals and as such it made sense to reflect this on the website through the incorporation of social media features.  For example, the website  promotes customer generated content aggregated from Twitter and Facebook on its homepage and community page.