Soho House for Budget Travelers

UX/UI, Branding, Illustration

Conceptual landing page redesign for Soho House, an international hotel club company. The goal was to appeal to budget travelers instead of their traditional luxury audience.

Budget travelers are a group that wants to spend their money wisely but also see the world. They want to experience as much as possible while sticking to a strict budget, and can be flexible, planning around times when it’s the cheapest.

I wanted to retain certain aspects of the original website, like beautiful photography and clear communication. Bright colors and bold typography typically signal a more accessible product, so I selected a bright green that evokes nature and travel. I divided the website into clear panels for each specific purpose. For trip planning, I decided to house information inside an illustrated suitcase, for friendliness.