Arwin Ventures Website
A new boutique travel agency, needed a website that reflected their bespoke itinerary services. UX/UI, Content Design, Branding, Art Direction, Squarespace
Pictured above are header, benefits and services modules from the new homepage.
Overview
ArwinVentures.com
As a new business, my client needed a website that clearly communicated its brand story, built trust, and guided potential customers to take action—regardless of where they were in their planning journey. The original site combined the founder’s travel and PR services in a way that felt unclear, with minimal storytelling, confusing navigation, and no clear call to action.
Design Process
We began with a kick-off call to clarify the client’s goals. Once I learned the site would focus solely on travel, I conducted a content audit to determine what could be repurposed, removed, or rewritten to support that vision. Then, I performed a competitive analysis to identify UX, UI, and microcopy patterns that would inform a design that felt both intuitive and distinctive. Next, I presented wireframes created directly in Squarespace and identified opportunities to strengthen her story and better convey the value of her services. The result was a streamlined two-page site that clearly answered: Who are we? What do we do? Why us?
The Benefits module reinforces credibility through clear messaging, scannable icons, and a strong CTA, while guiding users toward booking.
Benefits Section
To build trust and credibility, I highlighted Arwin’s partnership with Virtuoso, one of the most respected travel networks in the world, and clearly explained how it benefits clients. I paired the text with friendly, easy-to-scan icons to reflect the brand’s high-touch, personalized service. This helped make the value points feel quick, accessible and inviting.
The Services section keeps the content digestible while visually reinforcing Arwin’s high-touch, bespoke positioning.
Services
The Services section is designed to be clear, inviting, and easy to navigate for users at different stages—those casually browsing and those ready to book—breaking down Arwin’s offerings into visually distinct blocks. Each service is paired with a large, aspirational image that draws users in.
The layout uses lots of white space, making it easy to scan while still feeling elevated and editorial. Short, benefit-led descriptions clarify what each service includes without overwhelming the user with too much detail.
The About section uses concise copy and first-person narration to serve as a friendly, personal introduction..
About Us
I worked with the founder to write a bio that built up her credibility in the travel space by drawing on her long and successful career in film PR. The result was a personal origin story that leveraged her prior successes as a strength without outshining her new role as a travel advisor.
The intake form uses a conversational tone to reduce pressure on users who don’t have all the details.
Intake Form
The microcopy strikes a balance between welcoming and professional. Phrases like “What type of vibe are you going for?” immediately set a friendly, human tone. This helps establish trust, making the user feel like they're part of a conversation, not just filling out a cold transactional form.
The form is broken into digestible sections that guides users naturally from general details to more specific preferences. This avoids early cognitive overload, especially for those unfamiliar with working with a travel advisor. This progression is intended to read like a real conversation and help build comfort as the user moves forward and the form is intentionally kept short compared to competitors’.
Microcopy
Not everyone has experience working with a travel advisor, so I used microcopy to meet both new and returning clients where they are. Clear, confident CTAs like “Book a Trip” guide confident users to the intake form, while softer prompts like “Contact” and “Help” lead less experienced users to a simplified form with familiar, low-pressure language that encourages questions. Phrases like “Let’s Get Started” feel like an invitation, helping build trust and making the process feel more collaborative than transacti0nal.
Branding Updates
Typography
We went with Orpheus Pro for display and Freight Sans for body text. This combination balanced elegance and clarity, making it an ideal fit for a travel brand that defines luxury as the value of your time and not the price tag.
Color Palette
The soft, sophisticated color palette reflects the brand’s bespoke feel without being flashy. Neutral tones and muted accents create an inviting, editorial look that lets the imagery and content shine.
Content
The photography on the site is immersive and aspirational, capturing a sense of place with possibility. Each image was carefully chosen to inspire users to picture themselves there. Icons are elegant, yet playful, and used sparingly.