Campgrounds Website Redesign (WIP)

Discovery Workshop

Before moving into visual design, we held a cross-functional discovery workshop with stakeholders from the Design Team, Digital Channels and other relevant project teams to align on the project's objectives, scope and delivery approach. Together, we explored several strategic directions - including redesigning each campground as individual websites using a shared design system versus creating a single unified campground experience - and evaluated the advantages and trade-offs of each option. We also identified our primary user groups, such as site owners, site administrators, campground staff, returning visitors and first-time users, before defining their key tasks, including booking a campsite, checking availability, exploring facilities and discovering the surrounding area.

These discussions informed our content strategy, helped shape the proposed information architecture, and established a shared understanding of user needs before any visual design work began. As the project involved multiple teams working towards the same delivery timeline, aligning on priorities early helped streamline collaboration and reduce ambiguity throughout the project. Based on the agreed information architecture, the team developed wireframes to validate the overall structure and user flow before progressing into the visual design phase.

Visual Identity Design

Following the wireframing phase, my focus shifted to creating a scalable visual identity for the four campground websites.

I established a visual identity system consisting of logos, typography, colour palettes and reusable graphic elements. The pattern was inspired by the triangular forms commonly found in camping environments—such as tents and pine trees - creating a simple visual motif that reflects the natural landscape while remaining flexible across digital applications.

Colour also played an important role in differentiating each destination. While all four websites share a consistent hero colour drawn from Christchurch City Council's brand palette, each campground was assigned a secondary colour that reflects its individual environment, personality and tone of voice.