Brand identity & website design and build
Firefly Holidays tapped into the EdgeThreeSixty team’s expertise to launch a new online travel brand.
We helped craft a new brand identity, including the design and development of a logo, and provided a complete website design and build, with all the features and functions required to inspire and enable customers to book online.
Here’s how we did it…
The Project Brief & Process
A TRAVEL BRAND WITH HIGHER STANDARDS AND LOWER PRICES
The idea behind Firefly Holidays is a simple one – disrupt the online travel market by creating a brand with higher standards and lower prices on fully protected travel.
Firefly Holidays needed website that offered customers a one-stop shop where they could browse, be inspired and book breaks to camping resorts, holiday villages, premium apartments and ski chalets across France, Spain, the Canary Islands and the Caribbean.
With this vision clearly outlined, it was the EdgeThreeSixty team’s job to develop the Firefly brand and produce an eye-catching and responsive website, with an emphasis on e-commerce, user experience and a strong visual identity to motivate users to book directly online.
The main objectives of the new Firefly Holidays website were:
- Smart holiday search and integrated online booking system
- A brand new identity and logo for the business
- An easy-to-use CMS for managing and updating content
In order to meet these key objectives, we decided a user-centred approach would work best for the redesign.
This meant we needed to gain an even greater understanding of the company and its target market, and this insight would be gained through research, data capture, and website tracking technology.
And while security is a feature of every EdgeThreeSixty website, the addition of an online booking system meant we would have to identify a suitably secure and easy-to-use third-party booking engine to meet the website’s ecommerce demands.
As soon as the project brief was nailed down, it was time to get started on user research and discovery to determine the project’s exact requirements, paying particular attention to four key areas:
- COMPANY – Identify the elements of Firefly Holidays that will determine the requirements of the project. These may include objectives, strategy, infrastructure and resources.
- SECTOR – Get and understanding of the tourism and travel sector to identify any commercial, environmental, financial, social or technological factors that may impact the project.
- COMPETITORS – Conduct research to identify who exactly Firefly Holidays will be competing against.
- WEBSITE USERS – Understand the target audience to find out who they are, where they are, and what their motivations are. Website tracking will be used to determine browsing habits and work out the exact requirements of the website and its platform. The insight gained here will be crucial to our user-centred approach and will be used throughout the project to ensure the Firefly Holidays website meets the demands of its users.
British holiday makers
Skiing holiday enthusiasts
With the research results in hand, it was time to see exactly who we would be designing the site for, how they would be using it, and which travel companies it would be going up against.
Here’s what we found…
- COMPANY – Firefly Holidays is looking to disrupt the travel industry by offering a better quality service and lower prices than its competitors. The website will act as the company’s ‘shop front’ and so it has to be visually striking to inspire and draw in customers.
Quality visual and written content will be key to the success of the website and must be presented at every stage of the user journey.
- SECTOR– The popularity of budget airlines and low-cost flights means a growing number of holidaymakers are prepared to book travel and accommodation separately. Firefly holidays will only take online bookings for accommodation in its selected resorts, but it will provide partner links for travel extras such as insurance and car hire.
- COMPETITORS – Two main competitors were identified – Center Parcs and Eurocamp – and to differentiate itself, the Firefly offering will be flexible and more tailored, placing a greater emphasis on customer needs rather than the packages available. Firefly Holidays intends to offer more competitive prices by brokering deals directly with resort owners.
- WEBSITE USERS – The customer journey will be simple, reassuring and inspiring to meet the needs of both new users and those who have booked similar holidays in the past and aren’t looking for an all-in-one package. Imagery will be vital to the success of the site and will be presented throughout the user journey to both inspire and reassure. Customer reviews will also be included as an additional reassurance piece.
When setting up any website, it’s vital to get the on-site search engine optimisation (SEO) exactly right from the very start, so we began with an SEO setup to ensure the newly built website could be accessed and understood by all the major search engines.
After presenting Firefly Holidays with several mock-ups and wireframes, it was decided a WordPress platform with a bespoke theme designed by our team would best suit the needs of the business and meet the expectations of its customers.
Our bespoke themes are designed to set our websites apart from the thousands of others that use the WordPress platform, and the unique configuration we use means our WordPress sites are highly secure and set up to discourage even the most determined of hackers – this was vital for Firefly Holidays, not least to protect customer data on the ecommerce side of things.
As ecommerce was going to be a major revenue driver, we decided to use a Tiger Bay white label booking engine that we re-branded to fit in with look and feel of the Firefly Holidays website and offer customers a secure and easy way to book online.
The site map below indicates the structure of the proposed site. Given the nature of the required content, it was agreed that Firefly Holidays would update all on-site content – the use of the WordPress content management system (CMS) meant changes to the structure and layout of the site could easily be made, and content could regularly be updated.
Information ArchitectureView Sitemap
It took the team a little over three months to provide Firefly Holidays with a new fully responsive WordPress site with a custom theme, complete with search engine optimisation, powerful and inspiring retina ready images, and an integrated online booking system.
This was all packaged alongside an eye-catching and contemporary new brand logo and identity.
Here’s how the new Firefly Holidays website looks today…
I was amazed at how much EdgeThreeSixty were able to achieve in such a short space of time, and by their fantastically intelligent use of a very limited budget. The team’s knowledge of how to integrate capabilities from third party applications and plugins, as well as their own design and build skills, proved invaluable in terms of both time and money.
I’ve been involved in perfectly successful digital agency projects elsewhere which have delivered far less for far greater cost, in much, much longer timescales!
EdgeThreeSixty can deliver a full digital solution to meet the demands of your business, get in touch with the team to find out more.