How do you design and develop a specialist travel website and magazine that informs, educates and inspires in equal measure for a sophisticated and authentic travel client base?
Bailey Robinson is a well established, highly respected British based tour operator which is renowned for its exquisite tailor-made holidays around the world. Destinations include Africa, Caribbean, Latin America, South East Asia and Europe. They have been in business for over 30 years and have an excellent reputation for their country knowledge, luxurious experiences and personal service in both destination touring and exclusive resort knowledge.
In reviewing their marketing approach, Bailey Robinson wished to convey their expertise and product knowledge both in print and on-line to an equally well-travelled, discriminating target audience; whilst also conveying the company's friendly and personal bespoke service.
For the website design and development, we worked closely with the client analysing the existing site and carried out a thorough phase of site and customer research, adopting a user centred design approach we developed and enhanced the website structure and user experience. The project included a comprehensive Information Architecture (IA) process, responsive front-end design and development, an open-source CMS build and integration, training and hosting.
Our design approach was to ensure the user experience was incredibly visual; large, delicious destination imagery abounds both the product and accommodation pages. Supported with minimal but informative text, the copy from the existing site was carefully analysed for both consistency in tone of voice whilst ensuring that it faithfully conveyed the specialist knowledge unique to Bailey Robinson. Over 80% of the copy was redrafted and a thorough collaborative approach was adopted with client and the agency developing a simple but elegant user experience across all devices.
Our user centred design approach allowed us to carefully analyse how the site was being used and promoted. Differing 'discovery' routes were opened up within the navigation accommodating the viewer who knows exactly where and what they are looking for; whilst satisfying those who may wish to more freely explore options or simply be inspired. Naturally at all stages in the viewer’s journey, strong easy call to actions are made available enabling the client to seamlessly carry on their discovery directly with the company.
In support of the website, Wild Dog also designed and artworked the prestigious Bailey Robinson magazine. Our design for the brochure was to create an inspirational ‘keepsake’ piece, with high production values in terms off both look and feel, but also print finish. A clean, elegant design using fabulous imagery that is supported by the use of white space and crisp, clear typography ensures that magazine works as a stand alone piece; whilst complementing the new website.