Bushtops had a common problem: the product and service is top shelf but their online marketing tools badly misrepresented that value to customers. The previous website was not only technically dated but failed to visually express the exceptional nature of the Bushtops experience. To remedy the problem we re-evaluated their online communications from the ground up.
- URL bushtopscamps.com
- Role Content Strategy, IA, UI Design, Photography, Email Marketing
- Work done while employed at wallop.ca
Cleaning house
The old site was a sprawling patchwork of pages that made finding information very frustrating for visitors. We conducted a thorough audit of the existing content and consolidated dozens of pages, resulting in simplified IA and easier navigation.
Existing URL schemes were unintelligible and detrimental to SEO. We cleaned them up to improve both search and legibility for users.
Stoke the fire
One of the biggest deficiencies of the previous site was its failure to help travellers feel the place. The Bushtops experience is steeped in wonder. From the majestic animals to the incredible service, the camps feel like they've been dusted with magic. Problem is, the old site failed to express this to users, and luxury travellers aren't likely to book a trip if they feel uninspired.
With this in mind we set out to design a website that transported people to Bushtops without ever having stepped foot on a plane. Pages are driven by visuals whenever possible, using images as the primary storytelling device with copy for support. Pages were built in a modular way to provide the utmost flexibility in layout and design; allowing us to build around the content, no matter its nature.
I shot photos while on site to supplement the existing image library. Photosets from the project can be found here: Serengeti, Masai Mara and The Nkoilale School.
