Crafting story for web
The Edward Hotel
Background
The Edward Hotel, a small boutique hotel in Buffalo, NY, provides a chic and singular lodging experience. The original website didn't convey the grandeur or distinction of their offering. I worked with a UX designer to revamp the website visually and elevate the content and navigation. My aim was to build a story of elegance and luxury that appeals to travelers seeking a bespoke getaway.
The information below calls out specific sections of the site to highlight certain content design choices. View the full Edward Hotel site.
What I did
I chose to highlight the unique intersection of old and new at the Edward. I leaned into ideas like reintroduce, revitalize, and rebirth to hint at something classic but refreshed.
In juxtaposition, I emphasized calls to ages past and the histories we love to revisit. Words like, old-world, baroque, and regency call forth romantic and royal notions.
One of the key elements of The Edward (and a draw for a certain set of tourists) is the architecture of the building. I emphasized the distinctive craftsmanship and bespoke elements of The Edward and the specific kind of luxury they entail.
I chose words like opulence, indulgence, luxe, and decadent to communicate the elevated experience.
Though it sits in the middle of the city, the Edward is a retreat. To further the idea of escapism, I crafted metaphors to elicit a feeling of elegance or splendor.
Phrases like step into lavish sunlight, fit for a president, and a touch of drama create a sense of wonder outside of the everyday. This idea helps create the feeling of escaping into an experience at The Edward mingled with the convenience of stepping out for a night on the town.
