Role
Creative direction · Brand experience design
Client
IM London × Elegant Resorts
Project type
Digital flagship · Luxury brand experience
Context
Elegant Resorts is a long-established luxury travel specialist founded in 1988, renowned for highly personalised service and
expertise in the world’s most exclusive destinations. The brief was to reimagine the brand’s digital presence
as a contemporary flagship experience — one that could translate the emotion, confidence, and aspiration of
the Elegant Resorts proposition into a refined, immersive online environment.
Challenge
The existing platform was functional but structurally complex and visually conservative. The challenge was to
simplify navigation and user flow while elevating the brand’s lifestyle positioning — creating an experience
that felt inspirational, effortless, and unmistakably premium.
Approach
Led the creative direction and experience architecture, defining a new visual language built around bold
typography, confident use of white space, and immersive photography and video. The structure was rationalised
to support intuitive exploration, while the aesthetic direction shifted the brand from transactional travel
sales to aspirational lifestyle storytelling.
The platform was conceived as a digital destination in its own right — balancing editorial richness with
commercial clarity, and allowing content, imagery, and motion to carry emotional weight without visual noise.
Outcome
The resulting digital flagship repositioned Elegant Resorts as a contemporary luxury authority, strengthening
brand perception, improving usability, and creating a more engaging, emotionally resonant journey from
inspiration to enquiry.
