Holiday World

Project Type

Website Redesign

My Contribution

Two Creative Concepts

Client Ask

Timeline

End to End Website Redesign (Strategy, UX, Creative, Development, QA)

1 Month

Project Overview

Challenge

Last designed in 2014, Holiday World’s website had a navigation that was too confusing and templates that limited the company’s capacity to provide an experience that was intuitive and helpful to their users. Moving forward, they wanted a visually stunning site that aligned with their updated brand standards and was filled with fun playful elements that guests could interact with.

Concept 2

Process

1. Preliminary Research

I started by familiarizing myself with the Holiday World website, the clients RFP and goals, their brand standards and their primary/ secondary audiences. I also completed competitive research.

2. Concept One

I opted to use a background gradient to solve the challenge of how to style dated brand (while providing a modern feel). I invoked the feeling of fun established by the clients brand standards by including amusment park themed illustrations. And I invoked the “holiday theme” by including a character in the CTA that changes seasonally (e.g. a ghost for halloween in the fall).

3. Internal Review

This concept was reviewed internally by the creative director at my marketing agency. Concerned about the flexibility of the background gradient, he recommended adding more color blocking and white space.

4. Concept Two

To follow the feedback received during the internal review, I reduced the use of the gradient and added more white space. I also used lighter shades of each primary brand color to provide a slightly more femenine feel for the primary audience of young mothers. The new sunny gradient style invoked the feeling of fun established by the clients brand standards.I opted to use a background gradient to solve the challenge of how to style dated brand (while providing a modern feel). I invoked the feeling of fun established by the clients brand standards by including amusment park themed illustrations. And I invoked the “holiday theme” by including a character in the CTA that changes seasonally (e.g. a ghost for halloween in the fall).