ART DIRECTION • DESIGN
Emirates owned Arabian Adventures called for pitch submissions for a redesign of their tourist destination site that offered a range of exciting activities and excursions in Dubai. Whilst working as an art director at Berkshire creative agency 2020, I led the design response taking rough wireframes created by the UX team and creative director and led a design team to translate those wireframes into final polished designs.
With a visually stunning location such as Dubai and its rich and varied landscapes ranging from dunes to mega skyscrapers, it was clear that showcasing that beauty and diversity was the key to bringing the pages alive. Large hero images would welcome visitors to the site creating that instant wow factor. The theme of the page's photography and styling would also switch from light to dark, depending on the time day and showcasing how Dubai looks beautiful under the desert sun or lit by the lights of the city.
The use of space within the pages was paramount, allowing the eye to easily navigate the page and pull out the key information. Typography was kept light with a thin and elegant typeface and a simple set of site furniture that kept the pages clean and uncluttered.
Whilst easier to splash beautiful photography across the full width of a desktop site for maximum visual impact, the fully responsive mobile site ensured the user experience was visually rich
Photography played a huge roll in keeping the navigation of the page simple and visually appealing. With large category images for promoted adventures, users were also given the opportunity to discover further experiences via the familiar grid style of bright and colourful, dynamically shot photography to showcase the rich tapestry all that Dubai has to offer. As well as links to their insta account of course...
