About the Project

I did this work for Atlasique, a premier luxury travel agency nestled in the heart of Morocco that is dedicated to curating bespoke high-end journeys. When I took on this project, the primary challenge was that the brand lacked a visually stunning digital storefront that truly reflected the luxury, beauty, and cultural richness of their destinations, which risked failing to capture the attention of discerning high-net-worth travelers. My goal was to completely rethink their landing page design to firmly strengthen their positioning as an elite agency, utilizing clear and persuasive messaging tailored specifically to guide elite clients toward conversion.

My design strategy focused on eliminating common premium digital hurdles, such as complicated navigation paths and slow loading speeds caused by unoptimized assets, which can instantly frustrate high-expectation users. By prioritizing immersive layouts, structural clarity, and optimized technical performance, I engineered a smooth and evocative user experience. This new framework moves away from generic, one-size-fits-all travel layouts to highlight Atlasique's ability to customize itineraries and showcase their exclusive access to Morocco's hidden gems.

The design objectives are...

My 6-Step Design Process

This 6-step process is a refined take on classic design thinking framework, enhanced with technical insights I got from my professional experience. I applied this framework across these 4 projects to ensure every design is rooted in a clear "why".

1. 1
   Brief

   Gathering Information

   Asking the right questions to extract what's in their mind

   I've learned that the secret sauce is asking the right questions early on. I try to read the client's mind to make sure I truly get their expectations before I even start connecting the dots, it's all about getting those essential clarity before the clients/stakeholders leave the room.

2. 2
   Research & Moodboard

   Keywords to Concepts

   Focus on keywords that are easy to visualize

   I take all that raw information and find the most essential and useful keywords. I specifically look for words that can be visualized such as physical objects or particular adjectives like "sporty," "vibrant," or "luxury." These keywords are very helpful for starting my moodboard and make sure the visual direction isn't just a guess, but a directly translated from the clients/stakeholders mind.

3. 3
   Ideation

   Solving the Puzzle

   Design is about solving problems, not just decorating a page

   This is where the real creative heavy lifting happens. I use the client/stakeholder's core problem as the main "anchor" for every single idea I try to generate. It keeps me from being distracted by the "designers dilemma" (a.k.a just making things look pretty). If a design choice doesn't solve a problem, it is not a design just decorating. I'm hired to make things work through high-level creative thinking.

4. 4
   Wireframe & Prototype

   Building the Foundation

   Structuring the logic makes the creative phase 10x faster

   Before I get into the visual design, I build the skeleton first. This step is fundamental because it forces me to think purely about information hierarchy and user flow. It doesn't only keep me on the right track when I finally open the design tools, but it also speeds up the entire process in the long run. By narrowing down the solution early on, I can make sure the final design is laser-focused on the project's objectives.

5. 5
   Visual Design

   Aesthetics with Intent

   Beauty is the hook, but intentionality is what keeps them engaged

   Now, it's time for inserting the visual soul to the solid skeleton. Years of experience in design makes me very fluent in implementing most of the design principals that matter such as hierarchy, contrast, and composition. But it's not just about looking "cool". Every choice is made to build a genuine emotional connection with the target audiences and answer the "why" behind the design.

6. 6
   Delivery

   The Presentation

   I don't just sell the design, I sell the logic that built it

   I never just show the final design out of nowhere when delivering the result. I walk the clients/stakeholders through the entire step-by-step process before showing the result. By presenting the research and logic first, I help the clients/stakeholders understand the "why" before they even see the "what.". It transforms the presentation from just a simple hand-over into storytelling the project which validates the end result.

Understanding the Variables

Before designing anything, I mapped out who Atlasique is, what makes it different, and who it is really for. Getting these variables right up front is what keeps every later decision grounded in the brand and its audience.

First, I started researching...

Brand summary: Atlasique operates as an elite travel architect in Morocco, blending a passion for luxury with a deep understanding of the region's diverse landscapes, history, and customs. The agency specializes in crafting highly tailored, magnificent itineraries that feature handpicked luxury accommodations, deep cultural immersion, and exclusive behind-the-scenes access. From private tours of historic medinas to lavish desert camps under the stars, Atlasique ensures that every single journey is meticulously designed to provide an unparalleled and unforgettable exploration.

User persona 1

Sophia Luxury Adventurer

Age 35 $500,000+ Single

"I want to balance my intense professional life with extraordinary, off-the-beaten-path travel experiences that offer raw authenticity without sacrificing style and comfort."

Sophia is a highly successful executive who relies on travel to unwind and discover new perspectives. She actively avoids standard tourist traps, preferring to seek out adrenaline-pumping, unique activities like hot air ballooning over Moroccan landscapes, hiking through the Atlas Mountains, or camel trekking deep into the desert. Sophia deeply values authentic cultural immersion and boutique accommodations that seamlessly blend distinct local design with high-end comfort. When exploring a new destination, she expects premium gourmet dining experiences that highlight authentic local cuisine.

User persona 2

David and Emily Rich Couple

David 50yo Emily 48yo $1,200,000+

"We look for journeys that allow us to truly immerse ourselves in the local way of life, exploring historical craft, architecture, and hidden artistic treasures."

David and Emily are a sophisticated, well-traveled couple with a profound appreciation for history, fine arts, and local heritage. For them, an ideal Moroccan escape involves slow exploration, from wandering through ancient historic medinas and attending intimate traditional music performances to participating in private artisanal workshops. They possess a keen interest in studying traditional crafts, local pottery, and Moroccan architecture. When it comes to booking accommodations, they strictly prefer boutique luxury riads that masterfully capture the true essence of traditional Moroccan design.

The problem identification...

To ensure the final design drives tangible results, I first isolated the key challenges preventing an optimal experience. The following breakdown pairs these core pain points with deliberate, actionable solutions, setting a clear roadmap for how each fix will improve the product's performance.

The Design Showcase

About “The Level-Up Lab”