Rebuilding the Front Door of an Iconic Brand
Refreshing an iconic brand without breaking what worked
Webjet's first brand evolution in 26 years brought a new visual identity from external agency The Hallway and a clear constraint: the homepage couldn't lose ground while it gained a new look.
I led UX across the brand rollout, owning visual direction, the homepage suite, QA, and post-launch performance tracking. The brief was deceptively simple, execute the new brand guidelines without compromising the search traffic, engagement, and conversion the existing homepage was quietly delivering. Partnering with the Head of Brand and The Hallway, my job was to translate brand intent into a working commercial surface, not just a prettier one.
The design had to do three things at once: honour the new identity, hold the line on existing performance metrics, and open up new ground for marketing and partner assets that the old homepage couldn't accommodate.
To get there, I designed a modular structure that gave each primary travel vertical its own dedicated homepage space, managed end-to-end from the CMS giving the marketing team the flexibility to merchandise and adapt without engineering involvement.
Deep familiarity with the front-end stack let me lead from the front: making architectural calls in partnership with engineering, pressure-testing layouts against real traffic patterns, and ensuring the new brand didn't quietly cost the business at the top of the funnel. The result held current metrics stable and laid the foundation for a new era of marketing capability, proof that a refresh can be ambitious without being reckless.
