Year
SINCE 2018
Scope of work
Web design
Branding
Framer
Photography
Motion design
Industry
Hospitality
K2 is a guesthouse ran by my parents, therefore the work I do for this project is largely my own playground for design work, whether that’s designing the logos, printed materials or even setting up a website. Doing design work for my family, taught me a lot about managing expectations, and providing design advices, while working with low budget.
The challenge
K2 invested a lot of money into making its rooms stand out among the local competitors, but outside of Booking.com, the guesthouse lacked any online presence and identity to build upon. Social media wasn't a fitting option, due to the nature of a seasonal business. Additionally, there was a need to redirect some amount of bookings from third party services, to traditional - commision-free - way of booking i.e. trough the phone.
Goals
Build any kind of presence
Reduce bookings from third party booking services
Showcase the DIY spirit in the brand and its touchpoints
Challenges
Very low budget
Low quality photos
High local competition
Chances
Great reviews
Distinctive offer
Logo + branding
The start of my parent’s business, coincidentally started around the same time I decided to pursue a career in design. I saw the opportunity to practice my skills while helping my parents. Every business needs a logo, so that’s where my involvment with the family business started.
Both my dad and my mom, have made various decorations on their own, instead of buying them from a generic store. Therefore it felt important to showcase the DIY spirit, that my parents poured into making the guest rooms feel unique and one-of-a-kind. Every room also has large, wooden oars, carved and painted by my creative father, so I decided to impliment them in the logo.
I was also in charge of photography, to take and edit professional looking pictures of the rooms.
Web design
K2, has built a reputation for itself on Booking.com with a 9/10 rating, the goal of a website was to reduce the high commission fees by encouraging direct bookings. Despite having a Google Business profile, most customers still booked through Booking.com.
To address this, I proposed creating a simple landing page to:
Establish an online presence
Enhance the brand design
Showcase the best photos and reviews from Booking.com and Google
Encourage phone and email bookings directly
Development
The main factor in deciding whether to develop the website in Webflow or Framer, was mainly determined by the timeframe. The site had to be published before the summer, which gave me only a few days for development, therefore I decided to use Framer because of the:
faster development process,
it's cost-effective compared to Webflow,
it allows quick publishing.
Avoiding third-party plugins was crucial to prevent additional fees, and because K2 only operates from May to September, monthly plugin subscriptions becomes impractical.
Results in numbers
The site brought expected results for K2. It helped build a sense of trust, and image of a legitimate business to the more careful clientelle. There was a 10% spike of phone bookings which largely reduced the 3rd party service fees which was the main reason for building the site in the first place.
By putting content about Jastrzebia Góra and its attractions, K2 ranked higher in Google searches than other competitors, whos content focused just on their offer.
2
weeks
From first designs to published website
10%
More bookings trough phone compared to previous year
~5%
Clicktrough rate on Google
