ResortPass Brand Redesign 
Hypothesis: By having a recognizable brand that customers love, ResortPass will garner more trust and loyalty.

Process: We evaluated the current brand, identified strengths and weaknesses, then defined the new direction of the brand's personality and voice, and started crafting the new visual identity, and updating marketing materials.

Deliverables: Persona, user research, design system improvements, and internal tool design.

 
 
 

By conducting comprehensive user research
on our persona directions, we were able to gain valuable insights on which option would best align with the new RP brand direction.
Taking these learnings, I made updates to some of our email flow and homepage, integrating insights and ensuring an improved user experience for our valued customers.

 

Role: Designer
Creative Director: Sarah Argus