The Grey&Gray website & branding overhaul project aimed to overcome the brand’s design and user experience challenges. The goal was to strategically create a website that delivered the business’ message as concisely and efficiently as possible to create an intuitive user journey, as well as create stronger branding to gain more of the audience’s trust for a higher conversion rate. 

With Grey & Gray’s philosophies in mind, the new brand image creates a higher level of emotional connection with its viewers, incentivizing conversion before they even get to the booking and checkout page. The new site strategically makes the viewer the main character of the story that its telling. By making the user the main focus of the website’s narrative, they are encouraged to find out how the rest of their story unfolds with Grey & Gray as their guide.