A full website redesign translating Golf Fang’s raw creative energy into a structured, immersive digital experience—uniting brand storytelling with seamless usability.
Overview
I designed the full website and led the art and creative direction, working closely with the UX designer through all stages — from brand analysis and competitive research to information architecture and user flow definition. Although it was a collaborative process, I was ultimately responsible for all creative decisions and the final design execution.
This project encompassed creative and art direction, UX exploration, and full UI design, supported by the development of a scalable design system to strengthen the brand’s digital presence. The objective was to craft an immersive and engaging online experience that captured Golf Fang’s bold identity while maintaining clarity and usability across diverse user journeys.
A central challenge lay in accommodating the varied user experiences across locations — each venue has its own atmosphere, visuals, and offerings that needed to be authentically represented online. Equally critical was the booking system, which had to flexibly manage a range of experiences and availability specific to each venue, all within an interface that remained intuitive and seamless for the user.
Challenge
The client’s previous website was outdated and disconnected from the scale of their business, which spans multiple locations and sub-brands. They were unsure how to connect the user journey with the booking system, a key element of the business that needed to be integrated within the website while still using an external provider.
This integration posed a major challenge — it required constant communication and coordination with the booking provider to ensure the system was implemented within the page following the design and language I had previously defined. The booking flow had to feel user-friendly and natural, without interrupting the design or breaking the experience.
Approach & Process
I began by analysing the existing brand presence, assessing usability gaps, and mapping pain points in the customer journey. Through workshops and UX collaboration, we defined the key navigation flow and hierarchy that would make the website both functional and immersive.
Every layout and interaction was designed to translate Golf Fang’s vibrant and irreverent brand language into digital form — bold, playful, but structured. I created a modular design system to ensure scalability across venues and easy implementation for future updates.
Working closely with the UX designer, I guided the development of the site’s architecture and design language, ensuring a consistent experience from homepage to booking confirmation. Parallel to this, I managed communication with the booking provider to align their implementation with the intended user experience.
Outcome
Impact & Reflection
This project reinforced the value of clear systems thinking in creative design. Balancing a strong brand personality with user-focused functionality required both discipline and experimentation.
Leading the design and art direction while collaborating on UX allowed me to see the process holistically — from brand storytelling to technical execution. The final outcome is a digital experience that captures Golf Fang’s essence: bold, unpredictable, and unforgettable, yet refined and effortlessly usable.