Shaping Perception for an Invitation-Only Society
Project Brief
bread & Butter partnered with The Sixty Two Society to execute a multi-channel digital strategy that included social media, digital marketing, PR, and web design as part of a broader customer acquisition effort. The website served as a key touchpoint in the lead funnel, built to convert interest from targeted campaigns into qualified membership inquiries. Our focus was on creating a digital experience that felt both elevated and discreet, building trust with a selective, privacy-conscious audience while supporting the Society’s long-term growth goals.
As the sole UX designer and developer on the project, I was responsible for bringing the digital vision to life, from initial wireframes to the final, responsive Webflow build. I led the design and development of a user experience that reflected the exclusivity of the brand while ensuring a smooth path to conversion.
The challenge was creating a clean, high-end interface that felt both exclusive and approachable, while also guiding users toward conversion. I needed to balance visual sophistication with clarity and usability, making sure the experience aligned with the Society’s brand and effectively supported the larger lead generation strategy.
The website was thoughtfully designed to build trust as users moved through each section, revealing key details at the right moments without giving too much away. It provided just enough information to spark interest and establish credibility, while still maintaining a sense of exclusivity. The layout, language, and flow were all crafted to guide potential members toward taking action without feeling pushed. Within the first month, the site brought in hundreds of qualified leads, and in the following three months, it helped convert more than five high-value memberships, an impressive outcome given the selective nature of the offering.
Competitive Analysis
As part of the discovery phase, I conducted a competitive analysis of luxury clubs in Vail and other exclusive communities across the United States. I looked closely at how these organizations conveyed a sense of prestige, trust, and exclusivity through their digital presence. One key takeaway was the power of restraint, as many successful sites limited the amount of information shared upfront to create an air of exclusivity. This insight helped guide my approach and led to a design that felt refined and upscale while carefully revealing just enough detail to build interest and encourage qualified users to take the next step. My first step in the design process was crafting a clear site map to organize content thoughtfully and support this carefully balanced user journey.
Wireframes
After establishing the site map, I moved on to creating wireframes to define the website’s layout and structure. These low-fidelity designs helped me organize key elements like navigation, content hierarchy, and calls to action without getting distracted by visual design details. Wireframing allowed me to focus on creating an intuitive flow that would guide visitors smoothly through the site while maintaining the sense of exclusivity and sophistication essential to the brand.
High-Fidelity Mockups
With the wireframes approved, I transitioned into high-fidelity designs that brought the brand’s luxury and exclusivity to life. I focused on a clean, elegant aesthetic using a refined color palette, sophisticated typography, and thoughtful spacing to create a sense of calm and trust. Every visual detail was carefully chosen to reinforce the Society’s premium positioning while keeping the user experience clear and inviting. The designs balanced beauty with functionality, ensuring visitors felt both welcomed and guided toward becoming members.
Web Development
Once the high-fidelity designs were finalized, I brought them to life by developing the site in Webflow. I ensured the website was fully responsive across all breakpoints, providing a seamless experience on desktops, tablets, and mobile devices. To enhance engagement and keep users interested as they scrolled, I incorporated subtle, thoughtful animations that complemented the elegant design without distracting from the content. I also integrated Finsweet Attributes to extend Webflow’s functionality, HubSpot to manage marketing forms and lead capture, and Google Tag Manager for tracking and analytics. These integrations helped create a polished, immersive experience that supports the Society’s exclusive brand while enabling effective marketing and data insights. View the live site here.
Solution
The website was thoughtfully designed to build trust as users moved through each section, revealing key details at the right moments without giving too much away. It provided just enough information to spark interest and establish credibility, while still maintaining a sense of exclusivity. The layout, language, and flow were all crafted to guide potential members toward taking action without feeling pushed. Within the first month, the site brought in hundreds of qualified leads, and in the following three months, it helped convert more than five high-value memberships, an impressive outcome given the selective nature of the offering.