HAUS is a new boutique hotel opening in Glasgow's city center. To reach a wider target audience and promote the hotel's services, an online presence is needed through a website. I have designed and implement a sleek and user-friendly UI design system for the HAUS website to help generate business, increase brand recognition, and deliver strong marketing messages.
The process began with research and discovery, where I conducted a thorough analysis of the target audience, competitors, and industry trends, as well as visual factors like tone of voice and brand personality. From there, I created wireframes, mockups, and interactive prototypes to demonstrate the functionality and overall aesthetic of the website. Through my design research, I understand the importance of creating a seamless user experience that is both visually appealing and easy to navigate.
The hotel business in Glasgow is highly competitive, with a large number of hotels vying for the attention of potential customers. In order to stand out in this crowded market, HAUS needs to offer something unique and different to its customers. However, to do this, the hotel needs to first encourage customers to book through their website. The hotel website needs to be designed in a way that will entice potential guests to book rooms and make them feel confident about making the purchase online. The website should be user-friendly and easy to navigate, with information on the hotel's services and rooms easily accessible. And the design must be visually appealing, making customers interested in staying in the hotel, also the website should be mobile-responsive and optimized to drive bookings and increase brand recognition.
In order to develop the visual style for the Haus Hotel brand, I conducted research to gather insights on the analysis of competitors, brand personality, tone of voice, colour, and target demographic preferences. Through this research, I was able to identify key elements that would be important to include in the visual style of the brand.
I created the visual mood board with the bold collection of imagery and design elements that reflect the energy and spirit of Glasgow's architecture while incorporating abstract elements to appeal to a young and trend-conscious target audience. The colour palette combines bold hues of yellow and orange with deep, rich navy blues that create a striking visual impact.
I pinned down some of the images of Glasgow's architecture, with a focus on the city's gothic revival buildings. These photographs are framed in a way that highlights the vibrant and youthful spirit of the city.Also, design elements on the mood board include bold patterns in shades of yellow, orange, and blue that reflect the current trends and match the interests of the target demographic, who likes trendy and imaginative visuals. The overall aesthetic should convey a sense of excitement and playfulness, while still being stylish and sophisticated. The mood board captures the youthful and spirited brand personality that would attract the target of 25-30 years.
I chose yellow as the primary colour and deep navy blue as the secondary colour because I wanted a bold and striking visual impact that reflects the energy and spirit of Glasgow's architecture. Yellow is a bold and vibrant colour that represents energy and positivity, which aligns with the youthful and spirited brand personality that I wanted to convey. The deep navy blue colour creates a striking contrast with the yellow, also adds a sense of sophistication and elegance to the overall aesthetic.
I also chose the typography Poppins with rounded buttons matching to the logo, as it is a simple, clear, and easy to read font that is appropriate for the website's target audience. Poppins is a contemporary font with a friendly and approachable design, fitting the playful and youthful aesthetic. And the rounded buttons match the logo by providing visual consistency.
Grids and spacing were used to align the layout, and cards and forms are designed to communicate elegance, simplicity, and functionality.
Overall, the choices of colour, typography, and button shapes in this context are well suited and align with the project goal to create a visual design that appeals to a young and trendy target audience and represents the energy, spirit and history of Glasgow's architecture.
