Vale Resort has been a mainstay 4-star resort in South Wales for almost 30 years. It boasts hundreds of luxury suites, 2 championship golf courses, spa facilities and much more. Vale Resort were looking for a brand new website, along with a refreshed identity that would separate them from the crowd and do so for many years to come.

As a Senior UI/UX Designer, I led the project from Strategy, UI/UX design in Figma to full development handoff. The result is a visually engaging and high-performing platform that simplifies discovering experiences, accessing information and booking.

Sector: Hospitality Year: 2024 Key Deliverables: Strategy | Visual Identity Development | UI/UX Design

Vale Resort's website was not serving its primary purpose, it looked dated and felt clunky - this was a big challenge to solve, but we were up to the challenge.

The new website aims to:

Sell the luxury resort experience, drive bookings & provide up-to-date information.

Improve the user experience, making it easy to navigate and convert across all areas of the site.

Elevate the Vale brand to communicate the luxury and established feel that the resort possesses.

The nuts and bolts: Vale Resort is a big place; with many different branches, all functioning under one name. Understanding the workings of the different areas was an important starting point. We worked closely with the client and their audience to identify the fundamental issues with the website as it stood. Drawing from these findings, we identified the need for a clean slate when it came to the information architecture as well as a completely new design direction.

Strategic Hierarchy: Ensuring all the information was accounted for and presented in the best way possible was a mammoth task. We dedicated a lot of time to the sitemap, information architecture and wireframe stages to ensure we had all bases covered.

Visual Identity Development After completing all of the strategic steps - we began to work with visuals. The brand hadn’t had much attention for over 10 years - it was in need of a refresh.

Colour Palette: A balance of rich (symbolising luxury) and soft tones (conveying friendliness) was chosen to give flexibility and versatility.

Typography: A modern serif was introduced as the headline type to communicate the established nature of the brand. This, paired with clean sans-serif fonts for the body copy created a professional combination.

Brand Devices: The logo was recognisable, so we didn’t change this, but we explored ways of utilising the ‘V’ motif across the website so that the logo could be used in different forms, as much as possible.

Photography & Video: Art direction was provided to ensure the high-end direction of the brand was communicated through video and image content.

Taking the refreshed brand identity, A premium website design was created. The design was kept functional and not overly-complicated so to ensure complete ease of use at every stage and on every device.

The redesigned website and visual identity positions Vale Resort as a premium and well-established destination that places itself amongst some of the most desired resorts in the UK. It allows all users to access the relevant information quickly and book their desired service in an instant.

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