UX/UI, Content Design, Branding, Art Direction, Squarespace
Clarifying a brand story and customer journey
Arwin Ventures, a new boutique travel agency, asked for a two-page website to reflect their bespoke travel itinerary services and drive inquiries.
Pictured above are header, benefits and services modules from the new homepage.
Overview
As a new business, Arwin Ventures needed a website that clearly communicated its brand story, built trust, and guided potential customers to take action—no matter where they were in their planning journey. The original site blended the founder’s travel and PR services in a way that felt unclear, with minimal storytelling, confusing navigation, and no clear calls to action.
Building trust through industry partnerships
To establish credibility, I highlighted Arwin’s partnership with Virtuoso, one of the world’s most respected travel networks, and clearly explained how this benefits clients. I paired the copy with elegant, friendly icons that reflected the brand’s personalized service—making value points feel quick, accessible, and inviting.
Designing services for browsers and bookers
The Services section was redesigned to work for both casual browsers and ready-to-book clients. I broke offerings into visually distinct blocks, each paired with large aspirational imagery. The clean layout, generous white space, and concise, benefit-led descriptions created a system that was easy to scan while still feeling elevated and editorial.
The About section uses concise copy and first-person narration to serve as a friendly, personal introduction, showcase expertise, and guide users toward booking a trip.
The Benefits module reinforces credibility through clear messaging, scannable icons, and a strong CTA, while guiding users toward booking.
Transforming the founder’s story into a brand asset
I worked closely with the founder to craft a bio that built her credibility in the travel space by drawing on her successful career in film PR. The narrative positioned her background as a strength without overshadowing her new role as a travel advisor—humanizing the brand and reinforcing trust.
Creating a conversational intake form
The intake form was intentionally kept short and structured to reduce cognitive load. Friendly, human microcopy like “What type of vibe are you going for?” helped set the tone, making the process feel like a conversation instead of a transaction. The form’s progression—moving from general details to specific preferences—mirrored how an advisor would talk to a client in real life.
The About section uses concise copy and first-person narration to serve as a friendly, personal introduction, showcase expertise, and guide users toward booking a trip.
Guiding users with intentional microcopy
Clear CTAs such as “Book a Trip” directed confident users straight to the intake form, while softer prompts like “Contact” and “Help” lowered the barrier for those new to working with an advisor. Inviting phrases such as “Let’s Get Started” reinforced collaboration, building trust and reducing friction at key decision points.
Establishing a refined, editorial brand look
The client had only a logo, and no other brand guidelines. I helped flesh out their visual brand identity
Typography
Orpheus Pro for display + Freight Sans for body text, balancing elegance with clarity.
Color Palette
Neutral tones with muted accents for a soft, sophisticated look.
Visual Content
Immersive photography that inspired users to picture themselves in the destinations, paired with elegant, playful icons used sparingly.