EMÁJYN WEBSITE REFRESH
Copywriter/EditorAgency: Loughran & Co
Client: EMÁJYN
Creative Director: PJ Loughran
Copywriter/Editor: Erin Scruggs
Designers: Cass Pokora, Rachel Cazares
Producer: Kara Saffrin
Client: EMÁJYN
Creative Director: PJ Loughran
Copywriter/Editor: Erin Scruggs
Designers: Cass Pokora, Rachel Cazares
Producer: Kara Saffrin
Summary
Having last updated their website five-ish years prior, EMÁJYN was due for a refresh. They’d grown, and their site didn’t reflect their vast capabilities, nor did it adequately showcase the brand’s value props: curated and personalized itineraries, white-glove service, and destination expertise. My Approach
Using a good-old-fashioned Google Doc, we took inventory of all the copy that existed on the website. Working with the client, we also explored crucial questions: Who is the audience? We know their target market (high earning executives), but who is coming to the website? What action do we want them to take? What information do they need in order to take that action?It became clear the website has two audiences / purposes. First, it provides legitimacy to the referral-based brand, so the design needs to be high-end to appeal to executives looking it up after a conversation with their peers. And second, it needs to be easy for their staff (assistants, event team, recruiters, etc.) to understand the service and then reach out.
We then looked at what the website was missing, such as services that were not represented, language that was unclear or not aspirational enough, and together with the Creative Director and event architects, crafted sales copy and product names that a) convey luxury and b) explain what the hell this service is and exactly who it’s for and c) how to pronounce EMÁJYN).
I contributed to layout updates, including adding an “Ideal for” summary to the vacation highlights, and I poured over every word, searching for typos, (in)consistencies, and opportunities for enhancement.
The result is a high-end web experience for those seeking a high-end real-life travel experience. I’ve included a few snippets from the website below.
Final Creative
