Case study: Luxury Gold
CASE STUDY
Premium brand evolution & UI leadership across digital touchpoints
Overview
One of the travel industry's most premium brands with a high-end touring experience operating globally under TTC Tour Brands. My work spanned two distinct but connected briefs: a full website redesign and a motion-led social campaign series, making this one of the most multi-disciplinary projects in my portfolio.
The challenge
Focusing on visual consistency, the brand needed its digital presence to match the experience it marketing goals. The website had grown inconsistent across pages and the social content lacked the motion craft and visual cohesion expected of an ultra-premium brand.
🧰 Role: Senior Digital Designer leading both the UI redesign and the motion campaign.
Led from research through to high-fidelity delivery, working across brand, UX and motion disciplines within the same engagement. Reporting to head of marketing and creative leads.
Website redesign
The project began with UX research aligned with the marketing team identifying where visual inconsistency was undermining the premium positioning, then moved through wireframing into a complete high-fidelity redesign across eight pages:
Home · Destinations · Indulge · Inform · About · Search · 404 · Privacy & Policy
Alongside the page designs I built and delivered a component library with buttons and its variations, logo applications and iconography to give the brand a scalable and consistent foundation for future development. Every design decision was driven by one brief principle: does this feel like a £10,000 holiday? The redesign is currently in pre-launch stage.
Toolkit for this campaign:
Golden Horizons: A motion campaign series
A named social campaign series promoting Luxury Gold's flagship luxury tours. Each piece combined animated maps, motion graphics and curated destination footage that were designed to capture the sensation of travel in a format built for high-end social media performance across Instagram, Facebook and using Meta Ads.
Toolkit for this campaign:
Outcome
A fully redesigned digital presence in eight pages, component library, scalable UI system, paired with a live motion campaign series.
Together they represent a complete brand elevation across two of the most visible touchpoints a luxury travel brand has: its website and its social content.
MORE CASES
Additional brand & campaign work across digital platforms
