From poolside cocktails at dusk to two-hour massages in private cabanas, every setting is one of a kind. Viceroy reinterprets history, traditions, and modernity in innovative, uniquely timeless ways. Creativity, comfort, and service all make the signature Viceroy experience, where guest needs are always anticipated and graciously accommodated.
Creative Goals
As a long-standing digital partner of Viceroy, we were proud to return to evolve the brand’s online presence. With a new visual identity developed by Made Thought, our Phase 1 goal was to seamlessly integrate this refreshed direction into the existing site architecture we had originally designed.
Working closely with Made Thought, we re-worked the site to reflect the elevated aesthetic and storytelling cues of the rebrand, ensuring that Viceroy’s distinctive spirit was carried forward with clarity, elegance, and technical precision. This collaborative phase laid the foundation for a modernized digital expression that stays true to the brand’s legacy while embracing its future.
Key Objectives
Integrate the New Brand Identity
With Viceroy undergoing a significant visual rebrand by Made Thought, a primary objective was to translate the new identity seamlessly into the digital space. We ensured that every touchpoint, from typography and color to imagery and tone, faithfully reflected the updated brand system while remaining intuitive and engaging for users.
Maintain Design Continuity
Having originally designed the first iteration of the site, we were uniquely positioned to preserve its core structure and user experience. Our aim was to respect the integrity of the existing platform while introducing visual and stylistic refinements that aligned with the new brand language.
Preserve Site Performance and Functionality
While the focus of Phase 1 was visual, it was essential to maintain the performance, structure, and core functionality of the original build. We ensured that design enhancements did not compromise speed, usability, or accessibility - delivering a polished front end with no disruption to user experience.
The Process
Our approach began with a deep dive into the new brand guidelines developed by Made Thought, identifying the key visual and tonal elements that needed to be translated into the digital environment. From there, we audited the existing site, mapping where updates were required and where existing structures could remain intact.
Working in close collaboration with Made Thought, we developed a refined design layer that honored the new brand while preserving the integrity of the original UX. We maintained open lines of communication between design and development throughout, ensuring pixel-perfect execution and a smooth handoff. By leveraging the existing CMS, we were able to move quickly, keeping the focus on polish, precision, and brand fidelity.
This agile, collaborative process allowed us to deliver a seamless re-skin that set the tone for the brand’s next digital chapter, on time, and with minimal disruption.
