My approach I redesigned the experience around three clear content areas: Holidays Focused on inspiration, park discovery, accommodation and online booking. Ownership A more premium, lead-generation journey designed to sell the lifestyle and encourage enquiries. Generic brand content A flexible area for homepage content, spa, blog, about pages and wider Shorefield messaging. Across the site, I used consistent typography, spacing, components and grid structure to keep the experience connected, while allowing each section to have its own visual personality. Design direction The redesign moved away from heavy blocks of copy and introduced a more editorial, image-led approach. Large photography, generous white space, refined typography and clear call-to-action areas helped create a softer, more aspirational holiday experience. Content was broken into shorter sections, benefits, highlights and scannable modules to help users make decisions faster. Key improvements Clearer separation between holiday booking and ownership journeys More premium use of photography and video areas Improved navigation and content discovery Stronger CTAs across booking and enquiry paths Reusable components for parks, accommodation and activities Responsive layouts built around consistent image ratios and grid behaviour A calmer, more spacious visual system with stronger hierarchy Outcome The final redesign created a more modern, flexible and conversion-focused website experience for Shorefield Holidays. It balanced inspiration with usability, helping users explore holidays, understand the parks, discover activities and move confidently towards either booking a stay or enquiring about ownership.