UX/UI for a multi-location hotel brand 

What started as a few properties quickly grew. This portfolio growth presented a big challenge. How do you balance a hotel’s brand while also honouring the individuality of each location?

DEPT®’s UX/UI work focused on creating this harmonious experience throughout the website, emphasising each venue’s individuality and a unified brand presence. The experience was designed to ensure a seamless look and feel, enabling the content to flow between different modules, regardless of how users navigated the site. 

The website was flexibly engineered, accommodating future plans (additional hotel openings), which ensured Hoxton’s ability to expand as needed.

When we designed Hoxton’s new website, we established three north stars: 

Open to everyone: The website’s design adopted a no-nonsense aesthetic, allowing playful content to take center stage. Working closely with the client’s design and brand teams, the rules and style for Hoxton were crafted to ensure a seamless and engaging user journey.

Global yet local: Emphasis was placed on capturing the unique aspects of each property and the surrounding neighbourhood. The design incorporated colour palettes aligned with the photography from each location, and illustrations were commissioned from artists native to these areas. This approach ensured each hotel had a distinct personality while maintaining a cohesive and recognisable look and feel.

Endless possibilities: With most of Hoxton’s customer base on mobile, we needed to approach the site with a mobile-first design. Each module was perfected for mobile devices before being translated for larger screens. Once added to the CMS, these modules can be easily dragged & dropped to make pages, with considerable flexibility.