Azure Haven
Branding, Figma Wireframing & Prototyping, Typography, UX/UI Design
Branding, Figma Wireframing & Prototyping, Typography, UX/UI Design
For this project, I developed a complete brand identity and UX design system for Azure Haven Resort, a high-end all-inclusive resort located in the Dominican Republic. Through brand strategy, experience design, and an interactive Figma prototype, the goal was to create a cohesive digital presence that feels premium, intuitive, and deeply aligned with the resort's core promise of "Effortless luxury. Endless moments." The main objective was to connect user research — including personas, empathy maps, and journey maps — directly to brand and experience decisions, ensuring every design choice was grounded in guest needs. A key focus was designing a fully interactive multi-page website prototype that guides users seamlessly from discovery and booking through to their stay and beyond.
My chosen Persona's + empathy & journey maps ────────────────────────────────────────────────────────
competitive analysis ─────────────────────────────────────────────────────────────────────────
For this Phase 2, I translated insights from three distinct personas — Olivia, Diego, and Ava — into targeted experience and amenity decisions for Azure Haven Resort. Through empathy maps, journey maps, and a competitive analysis of five luxury Dominican Republic resorts, I identified key gaps in the current resort landscape: a lack of personalized wellness options, generic design-forward spaces, and friction points in the digital booking and discovery experience. Each amenity enhancement or addition was directly justified through UX reasoning rooted in persona pain points and motivations. from private pilates and trend-forward spa treatments for aesthetics-driven guests, to architecturally curated villa tours and open bar experiences for creatively inspired travellers. The competitive analysis further revealed opportunities for Azure Haven to differentiate through interactive digital tools, transparent all-inclusive messaging, and eco-conscious storytelling — areas where competing resorts consistently fell short.
brand identity ────────────────────────────────────────────────────────────────────────────
For Azure Haven Resort's brand identity, I developed a comprehensive visual system rooted in the resort's core values of hospitality, wellness, discovery, and sustainability. The logo features a conch shell icon, with the interior negative space shaped like a spine — a subtle nod to both the natural Caribbean environment and the resort's deep commitment to wellness and rejuvenation. Paired with a mixed typography treatment blending an elegant serif and flowing script, the mark feels both refined and effortlessly warm. The colour palette draws from the Dominican Republic's natural landscape: muted olive greens, soft ocean blues, deep navy, and warm cream — keeping the overall feel grounded, calm, and premium. The typography system pairs Gowan Batang, Fuggles, and Inter to balance editorial elegance with digital clarity. Every brand decision was made to embody the resort's mantra: "Effortless luxury. Endless moments."
The following outlines the UX and design rationale behind the website, each decision informed by persona research and user needs.
The following outlines the UX and design rationale behind the website, each decision informed by persona research and user needs.
prototype ───────────────────────────────────────────────────────────────────────────────
Below are selected screen captures of the final website design, alongside a prototype link to explore the full interactive experience — including live-coded email flows, functional buttons, and interactive dropdowns.
