Outdated brand receives facelift, drives annual revenue to highest in company’s history.
A mobile-friendly website and new creative increased bookings, even during the height of the pandemic.
Lake Geneva Ziplines & Adventures provides year-round, outdoor activity. The company welcomes families to zip, climb, or ride their 100-acre property in Southern Wisconsin.
My contribution
UI Design
Visual Identity
The team
1 x designer (me)
1 x developer
1 x content writer
1 x brand strategist
1 x creative director
Objectives
The company needed a new brand and online experience to better represent their offerings.
Build a visual identity and verbal expression to guide future growth
Improve the website’s poor conversion rate and mobile (75% of traffic) usability issues
Process: Brand
Customer Surveys
Brand Strategy Document
Research
Customer Research: We conducted surveys and interviews to glean customers’ behaviors, desires, and perceptions towards the existing brand.
Brand Strategy: We generated a brand promise, brand purpose, and positioning statement to guide the future direction of the company.
Logo Update
Verbal Expression Document
Verbal Expression
Naming: By changing the name to Lake Geneva Ziplines & Adventures, we removed the ambiguity of “canopy tours” and added “adventures” to increase the emphasis of non-zipline activities (high ropes course, climbing wall, and mountain biking).
Verbal Expression: We developed a series of headlines that exude the fun, energetic, and adventurous spirit of the staff and the guests. We also created headlines for each adventure, and guidelines for word usage so that all messaging is consistent.
Mood Board Concept
Photo Shoot Imagery
Visual Identity
Logo Development: Because brand recognition is important, I decided to retain the familiarity of the zipliner element from the previous logo, but gave it a more modern and simplified treatment.
Visual System: I created a balanced tapestry to represent the complete experience: bright, friendly, outdoorsy, and professional.
Photo Shoot: I directed a photo shoot to capture fresh, energetic, and new imagery to match the new direction of the brand.
Brand Rollout: Our team coordinated the new brand launch with updated ads, brochures, and signage.
Process: Website
Page Outlines
Wireframes
Structure
Planning: We assembled a list of all existing pages and identified key content. Our content strategist built “page outlines” (objectives, key content components, top forward paths, and keywords) for each core page. A hierarchical site map and navigation plan were also created.
Wireframes: From the page tables, I began laying out key components of each template and page.
Website: Before
Website: After
Build
Content: The content team polished the content of each page, balancing SEO, verbal expression, and accuracy of information.
Mockups: The design team created high-fidelity prototypes of the core page templates showing layout and functionality.
Build & QA: The design and development teams worked closely together to ensure precision of layout and motion interactions on mobile and desktop devices.
Results
Conversion Rate
Revenue
Project Success
After a year of monitoring the new website, we confirmed the project a success. Fresh creative generated 19% more clicks on Facebook, and revenue increased by 13.31% from 2019 (baseline year) to 2021—the company’s highest recorded annual revenue.
