Branding
Adly Travel Website Resign
Adly Travel Website Redesign & Rebrand: From Functional to Aspirational
Year :
2025
Industry :
Travel
Client :
Adly Travel
Project Duration :
4 weeks
The Challenge:
ADLY Travel's original website served its basic purpose—providing information about travel services and facilitating bookings. However, in an increasingly competitive travel industry where inspiration drives conversion, the site faced several critical challenges:
Generic Brand Identity: The light, minimal aesthetic with standard stock photography failed to differentiate ADLY Travel from countless other travel agencies. The brand felt transactional rather than aspirational.
Passive User Experience: The "We do the planning for you" messaging positioned ADLY as a service provider rather than a travel partner. Users were told what the company does rather than shown what they could experience.
Limited Visual Storytelling: A single tropical beach image and generic circular icons did little to inspire travel dreams or showcase the breadth of destinations available.
Weak Information Hierarchy: The three-column "About Us" section with lengthy text blocks created cognitive load, requiring users to read rather than feel.
Missed Emotional Connection: Travel is inherently emotional—driven by dreams, adventure, and discovery. The original design relied on rational messaging (expertise, customization, value) without tapping into the emotional drivers of travel decisions.
The Solution: Strategic Rebrand + UX Transformation
1. Brand Identity Evolution
Visual Language Shift:
Before: Light backgrounds, turquoise accents, minimal design that blended with countless travel sites.
After: Bold dark header (#2d2d2d), vibrant cyan CTAs, premium gold accents in the logo. The darker, more sophisticated palette immediately signals a boutique, curated travel experience rather than a commodity booking service.
Logo Refinement: While maintaining the crown symbol (suggesting premium, personalized service), the logo received enhanced detailing and is now presented against a dark background, elevating its perceived value.
UX Principle Applied: Brand perception directly impacts user trust and willingness to invest in higher-value services. Premium visual identity supports premium pricing.
2. Hero Section Transformation: From Generic to Immersive
Before: Stock photography of an empty beach with overlaid text—beautiful but impersonal and passive.
After: A dramatic, full-screen hero featuring a real traveler experiencing a destination (limestone cliffs in what appears to be Southeast Asia). The person's arms outstretched on a traditional longtail boat creates an immediate emotional connection and sense of adventure.
Messaging Evolution:
Before: "We do the planning for you" (service-focused)
After: "Explore the World with Adly Travel" (experience-focused)
Added: "Tailored travel experiences you'll never forget" (emotional benefit)
UX Principle Applied: People don't buy travel services; they buy experiences and memories. Showing a person experiencing travel creates immediate emotional resonance and aspiration.
3. Navigation Architecture Optimization
Before: Simple horizontal navigation (Home, Flights, Vacations, Cruises, Contact Us) in a light header that competed with the hero image.
After:
Dark, prominent header that anchors the page
Expanded navigation (Home, Destinations, Services, Testimonials, About, Contact)
Prominent "Request Booking" CTA in bright cyan, always visible
Clear visual hierarchy that separates navigation from content
Strategic Changes:
"Destinations" replaces "Flights/Vacations/Cruises" as the primary entry point, focusing on where users want to go rather than how they'll get there
"Services" consolidates all offerings
"Testimonials" addition leverages social proof
The persistent booking CTA reduces friction in the conversion funnel
UX Principle Applied: Navigation should reflect user mental models (thinking about destinations, not transportation methods) and reduce decision fatigue.
4. From Service Features to Destination Discovery
Before: Three-column feature section highlighting:
Expertise (with portrait photo)
Customization (with map illustration)
Value for Money (with wallet/passport image)
After: "Popular Destinations" showcase featuring six aspirational locations:
Santorini, Greece: White-washed buildings cascading down cliffs
Bali, Indonesia: Iconic temple reflecting in water
Paris, France: The Louvre's glass pyramid at night
Tokyo, Japan: Modern skyline blending tradition and technology
Maldives: Crystal-clear turquoise waters and palm trees
Dubai, UAE: Stunning mosque architecture
Each destination card includes:
High-quality, evocative photography
Location name and country
Brief, enticing description
Consistent card-based layout for easy scanning
Strategic Shift: Rather than telling users why they should choose ADLY (rational features), the new design shows them where they could go (emotional desires). The service benefits become implied through the quality of destinations and presentation.
UX Principle Applied: In experience-based industries, showing beats telling. Visual inspiration drives action more effectively than service descriptions.
5. Typography and Visual Hierarchy
Before:
Teal heading with generic serif font
Standard body text
Minimal hierarchy distinction
After:
Bold, modern sans-serif typography
Clear hierarchy: Large hero headline → Section headers → Body copy → CTAs
Increased contrast between text and backgrounds
Strategic use of white text on dark backgrounds and dark text on light backgrounds
UX Principle Applied: Strong typography creates visual rhythm and guides users through content naturally, reducing cognitive effort.
6. Color Psychology and Brand Positioning
Strategic Color Choices:
Dark Navy/Charcoal Header: Sophistication, trust, premium positioning. Creates strong contrast with content.
Vibrant Cyan CTAs: High visibility, evokes tropical waters and adventure, creates urgency without aggression.
Gold Accents in Logo: Luxury, exclusivity, premium service.
White Space: Generous breathing room signals premium positioning (luxury brands use space liberally; discount brands fill every pixel).
Brand Positioning Shift:
Before: Accessible, functional travel service
After: Curated, premium travel experiences
UX Principle Applied: Color isn't decorative, it communicates brand values and guides user behavior. The darker palette positions ADLY in the boutique/premium segment.
7. Call-to-Action Strategy
Before: Single "Book Now" button in teal, mid-page placement.
After:
Prominent "Request Booking" button in header (always accessible)
"Discover Destinations" secondary CTA in hero
Strategic CTA placement creates multiple conversion paths
Button Design: Rounded, bright cyan with high contrast, impossible to miss yet not aggressive.
UX Principle Applied: Multiple, contextually appropriate CTAs accommodate different user readiness levels. Primary CTA (Request Booking) for high-intent users; secondary CTA (Discover) for those still exploring.
8. Content Strategy Transformation
Before: Text-heavy explanations of services requiring reading and processing.
After:
Minimal text, maximum visual impact
Destination cards with brief, evocative copy
"Discover breathtaking locations around the world" invites exploration
Each destination teaser ends with enough intrigue to click through
UX Principle Applied: In the awareness stage, users need inspiration, not information. Details come later in the journey. The new design recognizes this and structures content accordingly.
9. Responsive Design Considerations
While both versions likely have mobile implementations, the new design's card-based layout for destinations provides inherent advantages:
Cards stack naturally on mobile devices
Large, tappable areas improve mobile usability
High-contrast CTAs remain visible on smaller screens
Hero image composition (person on boat) maintains impact when cropped for mobile
UX Principle Applied: Mobile-first thinking influences desktop design, creating experiences that scale gracefully across devices.
The Rebranding Strategy:
This project represents more than a website redesign, it's a comprehensive rebrand that repositions ADLY Travel in the marketplace:
Brand Positioning Shift
From: "We handle the logistics so you don't have to" To: "We craft unforgettable experiences you'll treasure forever"
From: Emphasis on service features (expertise, customization, value) To: Emphasis on emotional outcomes (exploration, discovery, adventure)
From: Competing on convenience and price To: Competing on curation and experience quality
Target Audience Evolution
Original Positioning: Cost-conscious travelers seeking convenient booking assistance
New Positioning:
Experience-seeking travelers willing to invest in quality
Travelers who value curation over DIY planning
Those seeking authentic, memorable experiences over generic package tours
Millennials and Gen X with disposable income prioritizing experiences
Brand Voice Transformation
Before: Professional, informative, service-oriented
"We believe that every traveler is unique"
"We are here to make your dreams come true"
After: Inspirational, adventurous, experiential
"Explore the World"
"Tailored travel experiences you'll never forget"
"Discover breathtaking locations"
The language shift from passive ("we do for you") to active ("explore," "discover") empowers users and positions them as the hero of their travel story, with ADLY as the trusted guide.
Key Metrics to Watch Post-Launch
The redesign and rebrand position ADLY Travel to improve several critical metrics:
Engagement Metrics:
Time on Site: Immersive visuals and destination showcase should increase engagement
Pages Per Session: Destination cards invite exploration of multiple locations
Bounce Rate: Emotional connection in hero should reduce immediate exits
Conversion Metrics:
Click-Through Rate on CTAs: High-contrast, persistent booking CTA should improve clicks
Booking Request Submissions: Lower friction in conversion funnel
Average Booking Value: Premium positioning supports higher-value packages
Brand Metrics:
Brand Recall: Distinctive visual identity makes ADLY more memorable
Brand Perception: Premium design elevates perceived service quality
Social Sharing: Aspirational destination imagery encourages social media sharing
SEO/Content Metrics:
Destination Page Traffic: New destination focus creates SEO opportunities
Organic Search Rankings: Content structure supports destination-based queries
Return Visitor Rate: Inspiration-focused content encourages return visits during research phase
Summary:
ADLY Travel, an international travel agency affiliated with Nexion Canada, underwent a comprehensive digital transformation that went beyond a simple website refresh. This project combined strategic rebranding with user experience optimization to evolve from a service-focused booking platform into an immersive, destination-driven travel experience. The result: a premium brand presence that inspires wanderlust while maintaining functionality.
The ADLY Travel redesign demonstrates how strategic UX/UI design, combined with thoughtful rebranding, can transform a company's market position. This wasn't simply a visual refresh, it was a comprehensive rethinking of how ADLY communicates value and connects with customers.
Key Transformations:
From service provider to experience curator
From rational features to emotional benefits
From passive information to active inspiration
From commodity positioning to premium differentiation
By leading with destinations rather than services, emotion rather than logic, and aspiration rather than transaction, the new ADLY Travel experience does what the best travel marketing does: it makes you want to go somewhere right now.
The success of this redesign will ultimately be measured not just in improved conversion rates or higher booking values, but in ADLY's ability to establish itself as a premium brand in a crowded marketplace. The visual and experiential foundation is now in place to support that positioning.
For travel agencies, tour operators, and experience-based businesses, the ADLY Travel case study offers a clear lesson: your website isn't just a booking tool, it's your most powerful marketing asset. When designed thoughtfully, it becomes the first step in the travel experience itself.
Great UX design doesn't just improve usability, it transforms how users perceive and interact with your brand. For experience-based businesses like travel agencies, that transformation can be the difference between being a commodity service and a coveted experience.
What Worked Exceptionally Well
1. Lead with Emotion, Support with Logic: The new design understands that travel purchases are emotional decisions supported by rational factors. By leading with aspirational imagery and supporting with service details (likely on interior pages), ADLY creates a more natural user journey.
2. Show Real Experiences: Using photography that shows people experiencing travel (rather than empty landscapes) creates immediate identification and aspiration. Users can picture themselves in that boat.
3. Dark Backgrounds as Premium Signals: The shift to darker backgrounds immediately elevates brand perception. This is a sophisticated design choice that separates ADLY from commodity travel sites.
4. Destination-First Architecture: Organizing content around "where" rather than "how" aligns with how people actually think about travel planning.
5. Restrained Color Palette: Limited use of the vibrant cyan makes it more impactful when used for CTAs. The restraint signals sophistication.
Opportunities for Continued Optimization
Video Integration: Consider adding subtle video in the hero section, moving water, waving palm trees, or people exploring, to increase engagement without overwhelming.
Personalization: Future phases could include:
"Based on your interests" destination recommendations
Dynamic content based on browsing behavior
Seasonal or trending destination highlights
Social Proof Integration: While "Testimonials" appears in navigation, consider adding:
Client review snippets on destination cards
Instagram feed showing real client travels
Trust badges and industry affiliations
Interactive Elements:
Destination quiz to help users discover new locations
Interactive map for exploration
Virtual tours or 360° imagery
Content Marketing Strategy:
Destination guides that support SEO
Travel tips and inspiration blog
Email newsletter with featured destinations
Booking Flow Optimization:
Streamlined inquiry form
Live chat for immediate questions
Transparent pricing guidance
Technical Considerations
Performance Optimization: With multiple high-quality destination images, aggressive image optimization and lazy loading are critical for maintaining fast load times.
Accessibility: Ensure adequate contrast ratios despite dark backgrounds, and provide descriptive alt text for all destination imagery.
Analytics Implementation: Track engagement with destination cards to understand which locations resonate most with users and inform marketing strategy.
Industry Context: Travel UX Trends
The ADLY Travel redesign aligns with several key trends in travel industry UX:
1. Inspiration-Driven Discovery: Leading travel sites (Airbnb, Expedia, Booking.com) have shifted toward inspiration-first experiences, showing users possibilities before asking for dates or details.
2. Visual-First Design: Instagram and Pinterest have trained users to expect beautiful, high-quality imagery. Travel sites must match this expectation.
3. Experience Over Transaction: Modern travelers, especially younger demographics, prioritize experiences over possessions. Successful travel brands emphasize what you'll experience, not what you'll buy.
4. Personalization Expectations: While not fully implemented yet, the groundwork for personalized destination recommendations exists in the new architecture.
5. Trust and Authenticity: Using real travel photography (rather than obvious stock images) builds trust and authenticity.
Branding
Adly Travel Website Resign
Adly Travel Website Redesign & Rebrand: From Functional to Aspirational
Year :
2025
Industry :
Travel
Client :
Adly Travel
Project Duration :
4 weeks
The Challenge:
ADLY Travel's original website served its basic purpose—providing information about travel services and facilitating bookings. However, in an increasingly competitive travel industry where inspiration drives conversion, the site faced several critical challenges:
Generic Brand Identity: The light, minimal aesthetic with standard stock photography failed to differentiate ADLY Travel from countless other travel agencies. The brand felt transactional rather than aspirational.
Passive User Experience: The "We do the planning for you" messaging positioned ADLY as a service provider rather than a travel partner. Users were told what the company does rather than shown what they could experience.
Limited Visual Storytelling: A single tropical beach image and generic circular icons did little to inspire travel dreams or showcase the breadth of destinations available.
Weak Information Hierarchy: The three-column "About Us" section with lengthy text blocks created cognitive load, requiring users to read rather than feel.
Missed Emotional Connection: Travel is inherently emotional—driven by dreams, adventure, and discovery. The original design relied on rational messaging (expertise, customization, value) without tapping into the emotional drivers of travel decisions.
The Solution: Strategic Rebrand + UX Transformation
1. Brand Identity Evolution
Visual Language Shift:
Before: Light backgrounds, turquoise accents, minimal design that blended with countless travel sites.
After: Bold dark header (#2d2d2d), vibrant cyan CTAs, premium gold accents in the logo. The darker, more sophisticated palette immediately signals a boutique, curated travel experience rather than a commodity booking service.
Logo Refinement: While maintaining the crown symbol (suggesting premium, personalized service), the logo received enhanced detailing and is now presented against a dark background, elevating its perceived value.
UX Principle Applied: Brand perception directly impacts user trust and willingness to invest in higher-value services. Premium visual identity supports premium pricing.
2. Hero Section Transformation: From Generic to Immersive
Before: Stock photography of an empty beach with overlaid text—beautiful but impersonal and passive.
After: A dramatic, full-screen hero featuring a real traveler experiencing a destination (limestone cliffs in what appears to be Southeast Asia). The person's arms outstretched on a traditional longtail boat creates an immediate emotional connection and sense of adventure.
Messaging Evolution:
Before: "We do the planning for you" (service-focused)
After: "Explore the World with Adly Travel" (experience-focused)
Added: "Tailored travel experiences you'll never forget" (emotional benefit)
UX Principle Applied: People don't buy travel services; they buy experiences and memories. Showing a person experiencing travel creates immediate emotional resonance and aspiration.
3. Navigation Architecture Optimization
Before: Simple horizontal navigation (Home, Flights, Vacations, Cruises, Contact Us) in a light header that competed with the hero image.
After:
Dark, prominent header that anchors the page
Expanded navigation (Home, Destinations, Services, Testimonials, About, Contact)
Prominent "Request Booking" CTA in bright cyan, always visible
Clear visual hierarchy that separates navigation from content
Strategic Changes:
"Destinations" replaces "Flights/Vacations/Cruises" as the primary entry point, focusing on where users want to go rather than how they'll get there
"Services" consolidates all offerings
"Testimonials" addition leverages social proof
The persistent booking CTA reduces friction in the conversion funnel
UX Principle Applied: Navigation should reflect user mental models (thinking about destinations, not transportation methods) and reduce decision fatigue.
4. From Service Features to Destination Discovery
Before: Three-column feature section highlighting:
Expertise (with portrait photo)
Customization (with map illustration)
Value for Money (with wallet/passport image)
After: "Popular Destinations" showcase featuring six aspirational locations:
Santorini, Greece: White-washed buildings cascading down cliffs
Bali, Indonesia: Iconic temple reflecting in water
Paris, France: The Louvre's glass pyramid at night
Tokyo, Japan: Modern skyline blending tradition and technology
Maldives: Crystal-clear turquoise waters and palm trees
Dubai, UAE: Stunning mosque architecture
Each destination card includes:
High-quality, evocative photography
Location name and country
Brief, enticing description
Consistent card-based layout for easy scanning
Strategic Shift: Rather than telling users why they should choose ADLY (rational features), the new design shows them where they could go (emotional desires). The service benefits become implied through the quality of destinations and presentation.
UX Principle Applied: In experience-based industries, showing beats telling. Visual inspiration drives action more effectively than service descriptions.
5. Typography and Visual Hierarchy
Before:
Teal heading with generic serif font
Standard body text
Minimal hierarchy distinction
After:
Bold, modern sans-serif typography
Clear hierarchy: Large hero headline → Section headers → Body copy → CTAs
Increased contrast between text and backgrounds
Strategic use of white text on dark backgrounds and dark text on light backgrounds
UX Principle Applied: Strong typography creates visual rhythm and guides users through content naturally, reducing cognitive effort.
6. Color Psychology and Brand Positioning
Strategic Color Choices:
Dark Navy/Charcoal Header: Sophistication, trust, premium positioning. Creates strong contrast with content.
Vibrant Cyan CTAs: High visibility, evokes tropical waters and adventure, creates urgency without aggression.
Gold Accents in Logo: Luxury, exclusivity, premium service.
White Space: Generous breathing room signals premium positioning (luxury brands use space liberally; discount brands fill every pixel).
Brand Positioning Shift:
Before: Accessible, functional travel service
After: Curated, premium travel experiences
UX Principle Applied: Color isn't decorative, it communicates brand values and guides user behavior. The darker palette positions ADLY in the boutique/premium segment.
7. Call-to-Action Strategy
Before: Single "Book Now" button in teal, mid-page placement.
After:
Prominent "Request Booking" button in header (always accessible)
"Discover Destinations" secondary CTA in hero
Strategic CTA placement creates multiple conversion paths
Button Design: Rounded, bright cyan with high contrast, impossible to miss yet not aggressive.
UX Principle Applied: Multiple, contextually appropriate CTAs accommodate different user readiness levels. Primary CTA (Request Booking) for high-intent users; secondary CTA (Discover) for those still exploring.
8. Content Strategy Transformation
Before: Text-heavy explanations of services requiring reading and processing.
After:
Minimal text, maximum visual impact
Destination cards with brief, evocative copy
"Discover breathtaking locations around the world" invites exploration
Each destination teaser ends with enough intrigue to click through
UX Principle Applied: In the awareness stage, users need inspiration, not information. Details come later in the journey. The new design recognizes this and structures content accordingly.
9. Responsive Design Considerations
While both versions likely have mobile implementations, the new design's card-based layout for destinations provides inherent advantages:
Cards stack naturally on mobile devices
Large, tappable areas improve mobile usability
High-contrast CTAs remain visible on smaller screens
Hero image composition (person on boat) maintains impact when cropped for mobile
UX Principle Applied: Mobile-first thinking influences desktop design, creating experiences that scale gracefully across devices.
The Rebranding Strategy:
This project represents more than a website redesign, it's a comprehensive rebrand that repositions ADLY Travel in the marketplace:
Brand Positioning Shift
From: "We handle the logistics so you don't have to" To: "We craft unforgettable experiences you'll treasure forever"
From: Emphasis on service features (expertise, customization, value) To: Emphasis on emotional outcomes (exploration, discovery, adventure)
From: Competing on convenience and price To: Competing on curation and experience quality
Target Audience Evolution
Original Positioning: Cost-conscious travelers seeking convenient booking assistance
New Positioning:
Experience-seeking travelers willing to invest in quality
Travelers who value curation over DIY planning
Those seeking authentic, memorable experiences over generic package tours
Millennials and Gen X with disposable income prioritizing experiences
Brand Voice Transformation
Before: Professional, informative, service-oriented
"We believe that every traveler is unique"
"We are here to make your dreams come true"
After: Inspirational, adventurous, experiential
"Explore the World"
"Tailored travel experiences you'll never forget"
"Discover breathtaking locations"
The language shift from passive ("we do for you") to active ("explore," "discover") empowers users and positions them as the hero of their travel story, with ADLY as the trusted guide.
Key Metrics to Watch Post-Launch
The redesign and rebrand position ADLY Travel to improve several critical metrics:
Engagement Metrics:
Time on Site: Immersive visuals and destination showcase should increase engagement
Pages Per Session: Destination cards invite exploration of multiple locations
Bounce Rate: Emotional connection in hero should reduce immediate exits
Conversion Metrics:
Click-Through Rate on CTAs: High-contrast, persistent booking CTA should improve clicks
Booking Request Submissions: Lower friction in conversion funnel
Average Booking Value: Premium positioning supports higher-value packages
Brand Metrics:
Brand Recall: Distinctive visual identity makes ADLY more memorable
Brand Perception: Premium design elevates perceived service quality
Social Sharing: Aspirational destination imagery encourages social media sharing
SEO/Content Metrics:
Destination Page Traffic: New destination focus creates SEO opportunities
Organic Search Rankings: Content structure supports destination-based queries
Return Visitor Rate: Inspiration-focused content encourages return visits during research phase
Summary:
ADLY Travel, an international travel agency affiliated with Nexion Canada, underwent a comprehensive digital transformation that went beyond a simple website refresh. This project combined strategic rebranding with user experience optimization to evolve from a service-focused booking platform into an immersive, destination-driven travel experience. The result: a premium brand presence that inspires wanderlust while maintaining functionality.
The ADLY Travel redesign demonstrates how strategic UX/UI design, combined with thoughtful rebranding, can transform a company's market position. This wasn't simply a visual refresh, it was a comprehensive rethinking of how ADLY communicates value and connects with customers.
Key Transformations:
From service provider to experience curator
From rational features to emotional benefits
From passive information to active inspiration
From commodity positioning to premium differentiation
By leading with destinations rather than services, emotion rather than logic, and aspiration rather than transaction, the new ADLY Travel experience does what the best travel marketing does: it makes you want to go somewhere right now.
The success of this redesign will ultimately be measured not just in improved conversion rates or higher booking values, but in ADLY's ability to establish itself as a premium brand in a crowded marketplace. The visual and experiential foundation is now in place to support that positioning.
For travel agencies, tour operators, and experience-based businesses, the ADLY Travel case study offers a clear lesson: your website isn't just a booking tool, it's your most powerful marketing asset. When designed thoughtfully, it becomes the first step in the travel experience itself.
Great UX design doesn't just improve usability, it transforms how users perceive and interact with your brand. For experience-based businesses like travel agencies, that transformation can be the difference between being a commodity service and a coveted experience.
What Worked Exceptionally Well
1. Lead with Emotion, Support with Logic: The new design understands that travel purchases are emotional decisions supported by rational factors. By leading with aspirational imagery and supporting with service details (likely on interior pages), ADLY creates a more natural user journey.
2. Show Real Experiences: Using photography that shows people experiencing travel (rather than empty landscapes) creates immediate identification and aspiration. Users can picture themselves in that boat.
3. Dark Backgrounds as Premium Signals: The shift to darker backgrounds immediately elevates brand perception. This is a sophisticated design choice that separates ADLY from commodity travel sites.
4. Destination-First Architecture: Organizing content around "where" rather than "how" aligns with how people actually think about travel planning.
5. Restrained Color Palette: Limited use of the vibrant cyan makes it more impactful when used for CTAs. The restraint signals sophistication.
Opportunities for Continued Optimization
Video Integration: Consider adding subtle video in the hero section, moving water, waving palm trees, or people exploring, to increase engagement without overwhelming.
Personalization: Future phases could include:
"Based on your interests" destination recommendations
Dynamic content based on browsing behavior
Seasonal or trending destination highlights
Social Proof Integration: While "Testimonials" appears in navigation, consider adding:
Client review snippets on destination cards
Instagram feed showing real client travels
Trust badges and industry affiliations
Interactive Elements:
Destination quiz to help users discover new locations
Interactive map for exploration
Virtual tours or 360° imagery
Content Marketing Strategy:
Destination guides that support SEO
Travel tips and inspiration blog
Email newsletter with featured destinations
Booking Flow Optimization:
Streamlined inquiry form
Live chat for immediate questions
Transparent pricing guidance
Technical Considerations
Performance Optimization: With multiple high-quality destination images, aggressive image optimization and lazy loading are critical for maintaining fast load times.
Accessibility: Ensure adequate contrast ratios despite dark backgrounds, and provide descriptive alt text for all destination imagery.
Analytics Implementation: Track engagement with destination cards to understand which locations resonate most with users and inform marketing strategy.
Industry Context: Travel UX Trends
The ADLY Travel redesign aligns with several key trends in travel industry UX:
1. Inspiration-Driven Discovery: Leading travel sites (Airbnb, Expedia, Booking.com) have shifted toward inspiration-first experiences, showing users possibilities before asking for dates or details.
2. Visual-First Design: Instagram and Pinterest have trained users to expect beautiful, high-quality imagery. Travel sites must match this expectation.
3. Experience Over Transaction: Modern travelers, especially younger demographics, prioritize experiences over possessions. Successful travel brands emphasize what you'll experience, not what you'll buy.
4. Personalization Expectations: While not fully implemented yet, the groundwork for personalized destination recommendations exists in the new architecture.
5. Trust and Authenticity: Using real travel photography (rather than obvious stock images) builds trust and authenticity.
Branding
Adly Travel Website Resign
Adly Travel Website Redesign & Rebrand: From Functional to Aspirational
Year :
2025
Industry :
Travel
Client :
Adly Travel
Project Duration :
4 weeks
The Challenge:
ADLY Travel's original website served its basic purpose—providing information about travel services and facilitating bookings. However, in an increasingly competitive travel industry where inspiration drives conversion, the site faced several critical challenges:
Generic Brand Identity: The light, minimal aesthetic with standard stock photography failed to differentiate ADLY Travel from countless other travel agencies. The brand felt transactional rather than aspirational.
Passive User Experience: The "We do the planning for you" messaging positioned ADLY as a service provider rather than a travel partner. Users were told what the company does rather than shown what they could experience.
Limited Visual Storytelling: A single tropical beach image and generic circular icons did little to inspire travel dreams or showcase the breadth of destinations available.
Weak Information Hierarchy: The three-column "About Us" section with lengthy text blocks created cognitive load, requiring users to read rather than feel.
Missed Emotional Connection: Travel is inherently emotional—driven by dreams, adventure, and discovery. The original design relied on rational messaging (expertise, customization, value) without tapping into the emotional drivers of travel decisions.
The Solution: Strategic Rebrand + UX Transformation
1. Brand Identity Evolution
Visual Language Shift:
Before: Light backgrounds, turquoise accents, minimal design that blended with countless travel sites.
After: Bold dark header (#2d2d2d), vibrant cyan CTAs, premium gold accents in the logo. The darker, more sophisticated palette immediately signals a boutique, curated travel experience rather than a commodity booking service.
Logo Refinement: While maintaining the crown symbol (suggesting premium, personalized service), the logo received enhanced detailing and is now presented against a dark background, elevating its perceived value.
UX Principle Applied: Brand perception directly impacts user trust and willingness to invest in higher-value services. Premium visual identity supports premium pricing.
2. Hero Section Transformation: From Generic to Immersive
Before: Stock photography of an empty beach with overlaid text—beautiful but impersonal and passive.
After: A dramatic, full-screen hero featuring a real traveler experiencing a destination (limestone cliffs in what appears to be Southeast Asia). The person's arms outstretched on a traditional longtail boat creates an immediate emotional connection and sense of adventure.
Messaging Evolution:
Before: "We do the planning for you" (service-focused)
After: "Explore the World with Adly Travel" (experience-focused)
Added: "Tailored travel experiences you'll never forget" (emotional benefit)
UX Principle Applied: People don't buy travel services; they buy experiences and memories. Showing a person experiencing travel creates immediate emotional resonance and aspiration.
3. Navigation Architecture Optimization
Before: Simple horizontal navigation (Home, Flights, Vacations, Cruises, Contact Us) in a light header that competed with the hero image.
After:
Dark, prominent header that anchors the page
Expanded navigation (Home, Destinations, Services, Testimonials, About, Contact)
Prominent "Request Booking" CTA in bright cyan, always visible
Clear visual hierarchy that separates navigation from content
Strategic Changes:
"Destinations" replaces "Flights/Vacations/Cruises" as the primary entry point, focusing on where users want to go rather than how they'll get there
"Services" consolidates all offerings
"Testimonials" addition leverages social proof
The persistent booking CTA reduces friction in the conversion funnel
UX Principle Applied: Navigation should reflect user mental models (thinking about destinations, not transportation methods) and reduce decision fatigue.
4. From Service Features to Destination Discovery
Before: Three-column feature section highlighting:
Expertise (with portrait photo)
Customization (with map illustration)
Value for Money (with wallet/passport image)
After: "Popular Destinations" showcase featuring six aspirational locations:
Santorini, Greece: White-washed buildings cascading down cliffs
Bali, Indonesia: Iconic temple reflecting in water
Paris, France: The Louvre's glass pyramid at night
Tokyo, Japan: Modern skyline blending tradition and technology
Maldives: Crystal-clear turquoise waters and palm trees
Dubai, UAE: Stunning mosque architecture
Each destination card includes:
High-quality, evocative photography
Location name and country
Brief, enticing description
Consistent card-based layout for easy scanning
Strategic Shift: Rather than telling users why they should choose ADLY (rational features), the new design shows them where they could go (emotional desires). The service benefits become implied through the quality of destinations and presentation.
UX Principle Applied: In experience-based industries, showing beats telling. Visual inspiration drives action more effectively than service descriptions.
5. Typography and Visual Hierarchy
Before:
Teal heading with generic serif font
Standard body text
Minimal hierarchy distinction
After:
Bold, modern sans-serif typography
Clear hierarchy: Large hero headline → Section headers → Body copy → CTAs
Increased contrast between text and backgrounds
Strategic use of white text on dark backgrounds and dark text on light backgrounds
UX Principle Applied: Strong typography creates visual rhythm and guides users through content naturally, reducing cognitive effort.
6. Color Psychology and Brand Positioning
Strategic Color Choices:
Dark Navy/Charcoal Header: Sophistication, trust, premium positioning. Creates strong contrast with content.
Vibrant Cyan CTAs: High visibility, evokes tropical waters and adventure, creates urgency without aggression.
Gold Accents in Logo: Luxury, exclusivity, premium service.
White Space: Generous breathing room signals premium positioning (luxury brands use space liberally; discount brands fill every pixel).
Brand Positioning Shift:
Before: Accessible, functional travel service
After: Curated, premium travel experiences
UX Principle Applied: Color isn't decorative, it communicates brand values and guides user behavior. The darker palette positions ADLY in the boutique/premium segment.
7. Call-to-Action Strategy
Before: Single "Book Now" button in teal, mid-page placement.
After:
Prominent "Request Booking" button in header (always accessible)
"Discover Destinations" secondary CTA in hero
Strategic CTA placement creates multiple conversion paths
Button Design: Rounded, bright cyan with high contrast, impossible to miss yet not aggressive.
UX Principle Applied: Multiple, contextually appropriate CTAs accommodate different user readiness levels. Primary CTA (Request Booking) for high-intent users; secondary CTA (Discover) for those still exploring.
8. Content Strategy Transformation
Before: Text-heavy explanations of services requiring reading and processing.
After:
Minimal text, maximum visual impact
Destination cards with brief, evocative copy
"Discover breathtaking locations around the world" invites exploration
Each destination teaser ends with enough intrigue to click through
UX Principle Applied: In the awareness stage, users need inspiration, not information. Details come later in the journey. The new design recognizes this and structures content accordingly.
9. Responsive Design Considerations
While both versions likely have mobile implementations, the new design's card-based layout for destinations provides inherent advantages:
Cards stack naturally on mobile devices
Large, tappable areas improve mobile usability
High-contrast CTAs remain visible on smaller screens
Hero image composition (person on boat) maintains impact when cropped for mobile
UX Principle Applied: Mobile-first thinking influences desktop design, creating experiences that scale gracefully across devices.
The Rebranding Strategy:
This project represents more than a website redesign, it's a comprehensive rebrand that repositions ADLY Travel in the marketplace:
Brand Positioning Shift
From: "We handle the logistics so you don't have to" To: "We craft unforgettable experiences you'll treasure forever"
From: Emphasis on service features (expertise, customization, value) To: Emphasis on emotional outcomes (exploration, discovery, adventure)
From: Competing on convenience and price To: Competing on curation and experience quality
Target Audience Evolution
Original Positioning: Cost-conscious travelers seeking convenient booking assistance
New Positioning:
Experience-seeking travelers willing to invest in quality
Travelers who value curation over DIY planning
Those seeking authentic, memorable experiences over generic package tours
Millennials and Gen X with disposable income prioritizing experiences
Brand Voice Transformation
Before: Professional, informative, service-oriented
"We believe that every traveler is unique"
"We are here to make your dreams come true"
After: Inspirational, adventurous, experiential
"Explore the World"
"Tailored travel experiences you'll never forget"
"Discover breathtaking locations"
The language shift from passive ("we do for you") to active ("explore," "discover") empowers users and positions them as the hero of their travel story, with ADLY as the trusted guide.
Key Metrics to Watch Post-Launch
The redesign and rebrand position ADLY Travel to improve several critical metrics:
Engagement Metrics:
Time on Site: Immersive visuals and destination showcase should increase engagement
Pages Per Session: Destination cards invite exploration of multiple locations
Bounce Rate: Emotional connection in hero should reduce immediate exits
Conversion Metrics:
Click-Through Rate on CTAs: High-contrast, persistent booking CTA should improve clicks
Booking Request Submissions: Lower friction in conversion funnel
Average Booking Value: Premium positioning supports higher-value packages
Brand Metrics:
Brand Recall: Distinctive visual identity makes ADLY more memorable
Brand Perception: Premium design elevates perceived service quality
Social Sharing: Aspirational destination imagery encourages social media sharing
SEO/Content Metrics:
Destination Page Traffic: New destination focus creates SEO opportunities
Organic Search Rankings: Content structure supports destination-based queries
Return Visitor Rate: Inspiration-focused content encourages return visits during research phase
Summary:
ADLY Travel, an international travel agency affiliated with Nexion Canada, underwent a comprehensive digital transformation that went beyond a simple website refresh. This project combined strategic rebranding with user experience optimization to evolve from a service-focused booking platform into an immersive, destination-driven travel experience. The result: a premium brand presence that inspires wanderlust while maintaining functionality.
The ADLY Travel redesign demonstrates how strategic UX/UI design, combined with thoughtful rebranding, can transform a company's market position. This wasn't simply a visual refresh, it was a comprehensive rethinking of how ADLY communicates value and connects with customers.
Key Transformations:
From service provider to experience curator
From rational features to emotional benefits
From passive information to active inspiration
From commodity positioning to premium differentiation
By leading with destinations rather than services, emotion rather than logic, and aspiration rather than transaction, the new ADLY Travel experience does what the best travel marketing does: it makes you want to go somewhere right now.
The success of this redesign will ultimately be measured not just in improved conversion rates or higher booking values, but in ADLY's ability to establish itself as a premium brand in a crowded marketplace. The visual and experiential foundation is now in place to support that positioning.
For travel agencies, tour operators, and experience-based businesses, the ADLY Travel case study offers a clear lesson: your website isn't just a booking tool, it's your most powerful marketing asset. When designed thoughtfully, it becomes the first step in the travel experience itself.
Great UX design doesn't just improve usability, it transforms how users perceive and interact with your brand. For experience-based businesses like travel agencies, that transformation can be the difference between being a commodity service and a coveted experience.
What Worked Exceptionally Well
1. Lead with Emotion, Support with Logic: The new design understands that travel purchases are emotional decisions supported by rational factors. By leading with aspirational imagery and supporting with service details (likely on interior pages), ADLY creates a more natural user journey.
2. Show Real Experiences: Using photography that shows people experiencing travel (rather than empty landscapes) creates immediate identification and aspiration. Users can picture themselves in that boat.
3. Dark Backgrounds as Premium Signals: The shift to darker backgrounds immediately elevates brand perception. This is a sophisticated design choice that separates ADLY from commodity travel sites.
4. Destination-First Architecture: Organizing content around "where" rather than "how" aligns with how people actually think about travel planning.
5. Restrained Color Palette: Limited use of the vibrant cyan makes it more impactful when used for CTAs. The restraint signals sophistication.
Opportunities for Continued Optimization
Video Integration: Consider adding subtle video in the hero section, moving water, waving palm trees, or people exploring, to increase engagement without overwhelming.
Personalization: Future phases could include:
"Based on your interests" destination recommendations
Dynamic content based on browsing behavior
Seasonal or trending destination highlights
Social Proof Integration: While "Testimonials" appears in navigation, consider adding:
Client review snippets on destination cards
Instagram feed showing real client travels
Trust badges and industry affiliations
Interactive Elements:
Destination quiz to help users discover new locations
Interactive map for exploration
Virtual tours or 360° imagery
Content Marketing Strategy:
Destination guides that support SEO
Travel tips and inspiration blog
Email newsletter with featured destinations
Booking Flow Optimization:
Streamlined inquiry form
Live chat for immediate questions
Transparent pricing guidance
Technical Considerations
Performance Optimization: With multiple high-quality destination images, aggressive image optimization and lazy loading are critical for maintaining fast load times.
Accessibility: Ensure adequate contrast ratios despite dark backgrounds, and provide descriptive alt text for all destination imagery.
Analytics Implementation: Track engagement with destination cards to understand which locations resonate most with users and inform marketing strategy.
Industry Context: Travel UX Trends
The ADLY Travel redesign aligns with several key trends in travel industry UX:
1. Inspiration-Driven Discovery: Leading travel sites (Airbnb, Expedia, Booking.com) have shifted toward inspiration-first experiences, showing users possibilities before asking for dates or details.
2. Visual-First Design: Instagram and Pinterest have trained users to expect beautiful, high-quality imagery. Travel sites must match this expectation.
3. Experience Over Transaction: Modern travelers, especially younger demographics, prioritize experiences over possessions. Successful travel brands emphasize what you'll experience, not what you'll buy.
4. Personalization Expectations: While not fully implemented yet, the groundwork for personalized destination recommendations exists in the new architecture.
5. Trust and Authenticity: Using real travel photography (rather than obvious stock images) builds trust and authenticity.