A new hotel brand is launched for the principled, everyday traveler.

Here’s some background.

There’s a segment of travelers that are self-reliant, practical, and who prioritize the value of a hard-earned dollar when staying at a hotel. They take pride in being budget-conscious and are wary of inflated marketing. avid hotels sought to provide that “just right” balance of standards and economics.

In the digital space, the hotel brand’s site had to reflect the value proposition of straightforwardness in its content, its usability, and its visual design. The brand story had to be told for the hotel – what it is, what makes it different, and what to expect – as well as convert the digital visit into a physical stay.


Tell me more, tell me more, tell me more.

As the digital expression of avid Hotels, and likely the first touchpoint customers would have with the brand, it was critical that the site instilled trust and confidence. To do that, the site architecture, content structure, and page structure focused on:


Efficiency and usability

  • Booking at the forefront
  • Simple site architecture and navigation with direct, concise labels
  • Clear page structure with intuitive navigation
  • Opportunities for research that didn’t overwhelm

Consistency and transparency

  • Reliable information and brand expression
  • Explanation of choices and trade-offs, with clear rationale or intentional redirects
  • Absence of ”dark UX” patterns (nothing hidden or misleading)

Brand narrative required:
An introduction of the new brand (story and promise), a focus on booking, a preview of the hotel (exterior, interior, rooms, and breakfast selections), an awareness of avid hotels’ growth, and a highlight of offers


Specific hotel properties required:
Price, location information, contact information, description of amenities, a bit of the brand story, reviews, a view of local attractions, and offers


contributions: art direction, brand strategy (digital), UX design, visual design

This project required working closely with business stakeholders to define goals and requirements, with a full UX team to build the experience, with front-end and back-end developers to create system components, and with a branding team to distill and translate the brand into the digital space.