THE ROSE GARDEN
A bold and visually engaging landing page designed for The Rose Garden, a premium event space at Twickenham Stadium.
UX/UI DESIGNER
72 HOURS
UX/UI
OVERVIEW
I designed a bold and visually engaging landing page for The Rose Garden, a premium event space at Twickenham Stadium. The project involved developing a cohesive visual identity, including a custom wordmark, refined color palette, and structured layout to enhance user engagement. I focused on creating a seamless user experience by balancing striking aesthetics with clear navigation and strong calls to action. By aligning the design with the venue’s branding and user expectations, I ensured the final outcome effectively showcased The Rose Garden’s versatility for conferences, meetings, and events.
This case study highlights my approach to branding, UX/UI design, and digital execution, demonstrating how a well-structured landing page can drive engagement and bookings.
LOGO CONCEPTS & EARLY DIRECTION
I started with logo concepts that leaned toward a sophisticated, upscale feel—something elegant and refined. However, as I explored these ideas, I realized they felt too formal, almost more suited for a golf club or a luxury tea room rather than an energetic, multi-purpose venue inside Twickenham Stadium.
Vibe & Aesthetic:
The initial color palette and design style aimed for a high-end, polished look, which worked visually but didn’t quite capture the bold, lively energy that The Rose Garden needed. It felt a bit too reserved for a space designed to host dynamic events, from conferences to summer parties.
Refining the Approach:
To better reflect the venue’s personality, I shifted toward a modern, energetic look—focusing on bold typography, a stronger visual hierarchy, and a more vibrant color palette. This direction better aligns with The Rose Garden’s versatility and its connection to the iconic Twickenham Stadium.
Key Takeaway:
Exploring different directions helped clarify the venue’s true tone and identity. The final design strikes a balance between being bold, inviting, and versatile, ensuring it speaks to a wide range of potential clients while still feeling cohesive with Twickenham’s brand.
MOODBOARD & WORD MAP
Word Map – Defining the Brand Identity:
A word map helped clarify the venue’s personality, focusing on energy, boldness, and impact to capture the excitement of live events. Balancing premium and stylish elements ensured accessibility, while versatility and modernity reinforced the space’s adaptability for different event types. This exercise guided the overall tone and positioning of the brand.
Moodboard – Establishing the Look & Feel:
To define the visual direction, I curated a moodboard focused on bold typography, dynamic layouts, and vibrant event branding. Inspiration was drawn from Twickenham Stadium’s identity and England Rugby’s heritage to maintain brand consistency. An early approach leaned too sophisticated—more suited to a golf club—so I refined the direction to feel bold, energetic, and versatile.
IDEATIONS - LAYING THE FOUNDATION
To kick off the design process, I explored multiple layout directions through rough sketches and wireframes. The focus was on strong typography, clear hierarchy, and impactful navigation to enhance user experience. Experimentation with event categories, taglines, and call-to-action placements helped refine the structure before moving into digital prototyping.
DESIGN SYSTEM
The design system establishes a bold and cohesive identity with a high-contrast palette of deep black, off-white, and a striking red accent.
Typography features Anton for strong, impactful headlines, paired with Phosphor Bold icons for consistency.
Key UI components, including buttons and CTAs, are designed for clarity and accessibility, ensuring seamless interactions.
Icons and assets, including the Rose Garden emblem, reinforce brand identity while maintaining a modern and functional aesthetic.
FINAL DESIGN
Overall, I’m really proud of this design. It’s bold, original, and full of energy, capturing the dynamic essence of The Rose Garden and Twickenham Stadium. I intentionally avoided a generic website layout, opting instead for something unique that stands out while still being functional and user-friendly.
The design process was challenging and rewarding. Initially, I struggled to find a clear direction and even explored a completely different aesthetic. However, that exploration was invaluable. It helped me refine my vision and ultimately arrive at a design that feels aligned with the overall brand identity.
Working within a tight deadline pushed me to focus, prioritise, and deliver a professional piece of work efficiently. It reinforced my ability to balance creativity with practicality under time constraints, and I’m thrilled with the final result.
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