We have created a new website and visual style for one of the UK’s most iconic seaside pleasure destinations, Brighton Pier.

The aim was to drive stronger online engagement – encouraging pre-purchase of wristbands to save customers both time and money – whilst also attracting both young and old to return to the pier.

Touching on a sense of nostalgia, the new design embraces the colourful nature of the seaside’s history, bringing back childhood memories of days out in the sunshine and a little bit of the coast into the capital. This is supported by a visual style, tone of voice and new suite of photography and illustration to welcome the user in and to ‘Brighton’ their mood.

BrightonPier

The new website brings to life the sights, tastes and smells of the pier through the use of key visuals and sense driven narrative, encouraging users to experience everything that Brighton Pier has to offer. This is also reflected in a strengthening of the user journey experience allowing users to buy a wristband within a few clicks and to feel compelled to visit the pier.

The site is designed around its user journeys and optimises user generated opportunities wherever possible, which are best illustrated here by the user driven “instagram gallery” that makes the most of the Pier’s status as the most instagrammed location outside of the Capital.