Amethyst Bay Resort & SPA

The design process for the Amethyst Bay Resort and Spa, began with research on the St. Thomas island in the Caribbean and then a deep dive into the design brief provided by the client. The company has a strict color scheme and selection of typography which created the challenge of working within the given parameters and using the selections in a successful, expressive, and professional manner.

The destination and company both call for a very typical and expected view of a tropical getaway, white beaches, turquoise waters, and palm trees. So, to move away from that standardized and expected imagery, my approach became centered around all the island has to offer. My designs became about create an enticing and inviting island rather than resort.

With beautiful imagery to awaken anyone’s desire for sun and relaxation, my goal became centered around crafting layouts that would both display information and guide the viewer through the frame. By overlapping layers of details, a hierarchy is created that develops a level of intrigue. The web ad then utilizes those emphasized details and hierarchy to reach the audience.