As a companion to Hotel Jen's new brand, BaseCreate activated its vibrant experience at its most seen touchpoint, its website. Distinguished by simple UX design and welcoming UI design, the website captures the lifestyle of the Hotel Jen culture and community – a way of life inspiring guests to "Live New Asia."
BaseCreate helped translate the brand's strategy and identity into a simple digital solution, uniting its overall perception between the platform, the guest, and Hotel Jen.
Hotel Jen's website was designed to be universally familiar and personally engaging regardless of region.
Having set a strategic foundation that would resonate with the global pacesetter customer group, our design team leveraged the psychology of simplicity and effective design to develop a website that optimised structure and aesthetic design – both elements intertwined to convey the contemporary yet welcoming nature of "Live New Asia".
As a brand championing local immersion, global connection and cross-cultural collaboration, Hotel Jen's photography style is centred on the brand's lifestyle and its hotels' locations.
The visual narrative creates a scrapbook of memories, and showcases community building and self-motivated exploration unique to the hotel. Apart from location, accommodation and facility photos, every image captures a person experiencing a sense of wonder, delight or local charm, either on their own or with other people.
subtle micro interactions
A minimalistic layout, vibrant colour scheme, and contemporary typography represent the brand and clearly guide people to information that influences their purchasing decision.
Guides that bridge the digital and physical Hotel Jen experience.
To ensure the consistency of Hotel Jen's brand, we also developed a supplementary website guideline that outlines how to achieve intuitive simplicity if addition or adaptation is needed. These guidelines serve to protect the unique experience guests receive even before they arrive.