WhiteRoad

DATE

SEPTEMBER '16

CONTRACT

FREELANCE

RESPONSIBILITIES

BRAND / UX / DESIGN / DEV

DELIVERABLES

BRAND / WEBSITE

Wasteland Ski, a winter sports travel agent with over twenty five years experience under their belt, approached me to oversee the launch of their brand new company White Road.

Aimed at a younger, energetic crowd, White Road blends music, festivals and party resorts with perfect snow and booking expertise to provide effortless holidays for young groups. Starting with nothing more than a logo, they asked me to work alongside their head of marketing to build a brand that would target their adventurous, millennial audience and then design and develop a website they could easily manage themselves.

After many rounds of visual iteration and extensive competitive research. We developed a loud and energetic brand in contrast to sterile travel agents struggling to relate to a youthful audience. The early twenties market is one defined by it's financial diversity, primarily due to large friend groups finding themselves in a wide range of careers and income brackets. To tap into that, we developed the top line message of 'Pristine powder for the skinted and minted', selecting two key colours to relate to this dual offering and provide a company that can cater for multiple budgets within the same group.

I worked with the content provided by their marketing department, advising on it's direction, tone and scale where necessary, to form the information architecture of the website. It aims to lead visitors through the booking/enquiry process with a resorts first approach, based on the understanding that winter sports enthusiasts tend to choose their resort before anything else.

Using this, I designed and developed a custom, fully responsive Wordpress website that their marketing team could easily take on and edit the content of themselves. Focusing on the primary goal of lead generation, I crafted the website's journey to around this, using informative, relatable content all along the way to enhance their position as industry experts that love winter sports as much as their audience.

The result has far exceeded their initial Lead Generation targets and generated great traction in the marketplace as a brand people can truly get excited about. A happy client, Wasteland Ski since commissioned me to redevelop their main brand.

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