As this was the first time the new brand would be applied to a website, there was a particularly large group of stakeholders who needed to be involved in the process. Through Figma, one of the primary UI/UX design applications we use at Paradigm, we were able to easily share prototypes, make design presentations, and gather feedback, regardless of location.
With a sophisticated editorial look and feel being a key ingredient of the brand, delicate and sensitive typographic choices played a huge role in the final design. Paradigm also created a custom graphic pattern based on the yosegi-zaiku — traditional Japanese marquetry that the region is famous for — which has been used liberally throughout the hotel.
We created key positioning statements as well as copy for the entire site in English, Japanese, Chinese, and Korean. We also developed a custom booking form to seamlessly integrate with the IHG booking engine and added e-commerce functionality for visitors to purchase gifts.
“Paradigm were a great team to work with and really understood how we wanted to project our unique hotel brand into the market in Japan,” said Paul Tsuji, General Manager.