Spend a few minutes pouring over the photos and it's not hard to see why Singita was voted number one hotel in the world by Travel & Leisure. Whether you prefer a tented camp on the plains of the Serengeti or a traditional lodge in the heart of Kruger National Park, Singita offers travel experiences to suit almost any taste. As design lead on the redevelopment of their website I was in charge of distilling large sets of information into a compelling, easy to use experience for visitors.
- URL singita.com
- Role Content Strategy, IA, UI Design, Email Marketing
- Work done while employed at wallop.ca
Finding your way
Great effort was made to help visitors unfamiliar with Singita orient themselves quickly. Because there are so many options available we had to develop pathways for users so they could easily understand and isolate the experiences of greatest relevance.
Will it scale?
Growth was a critical consideration in the redesign. Knowing that additional locations would come online in the future we designed the site to scale easily. Reusable layouts and components are integral to the framework and expedite the creation of new sections and pages.
When dealing with safari travel, people don't want to read about the experience, they want to see it. The Singita team understood this and spent considerable effort developing a library of video and photography. As creative lead for the website redesign, it was my job to ensure these visual assets were effectively showcased within the framework of the site. I opted for a subdued colour palette and delicate typography to create an environment that put imagery at the center of the experience with little distraction.
I developed a quiver of templates for Singita's email marketing. While they share common DNA, each template is designed to serve a specific audience.
