Time to Look Deeper — See Dungeness

A UI case study for a tourism campaign

The Brief

  • An engaging and impactful brand campaign that promotes tourism on the country/area and target audience you selected.
  • A strong visual brand identity and a responsive website creating engaging, impactful, predictable and well-designed experience for the users and optimised to meet business goals.
  • Establish a consistent visual identity that carries through different marketing and promotional materials.
  • Create a logo for the campaign that captures the direction, mood, tone and audience you will be capturing.



Aerial view of Dungeness

It is a small area of headland that consists of the largest single expanse of shingle in Europe. It has a rich and diverse wildlife that is unique to this part of the country. It is also home to a third of all the plant species found in England and an important refuge for migrating bird species. There is an RSPB nature reserve close by that attracts many bird and nature enthusiasts. Juxtaposing against this rich and diverse environment is an eery, almost otherworldly side to Dungeness. There are not many inhabitants who live there and the ones that do mostly live in old fisherman’s houses and dis-used lighthouses. There is a nuclear reactor situated close to the town that provides a sharp contrast to the natural beauty of the surroundings. It is a place of contradictions and contrast. The harsh edges of the buildings play against the flowing calmness of the surrounding environment which together creates a unique atmosphere that you can only experience by visiting yourself.

User Persona

User Persona

Meet Alex Bell. He is a photographer from Bristol who travels a lot for work and spends a lot of time away working away from home. He has visited many places around the world and has spent time in most major cities. Since he spends so much of his time travelling, when he has time off he likes to relax at home and doesn’t like to go too far. Being a photographer, he is interested in local cultures and things that are often off the beaten track that can inspire and influence his work. He looks to visit places that don’t involve too much travelling and that offer something a bit more unique away from the tourist crowds.


To inspire people to look deeper and experience unconventional places.

This helped me to come up with the tag line of my campaign:

Time To Look Deeper, Dungeness


  • Brutal
  • Isolated
  • Wild
  • Nature
  • Juxtaposition
  • Surreal
  • Beauty

I initially created 2 moodboards that explored different aspects of Dungeness. The moodboard on the left looked at the natural landscape of Dungeness and the diverse wildlife. It evokes feelings of calmness and serenity. The second moodboard explored the more jarring side. It looks more at the architecture and angular edges of the landscape. It was interesting to see the two different moodboards juxtaposing against one another and how this reflected the real experience of Dungeness.

Moodboard 1+2

I also created a third moodboard that combined the previous 2 moodboards and allowed me to see how the 2 directions sat against one another. The third moodboard also took some inspiration from artists like Richard Diebenkorn who often painted seaside landscapes with strong architectural elements. The third moodboard started to give me a better idea of how the visual language might be developed. I wanted to create a language that spoke to the juxtaposed nature of Dungeness that puts the jarring lines of the architecture against the natural, poetic beauty of the landscape.

Moodboard 3

Visual Language Experimentation


Final Style

Style Tile


The second font I chose for the body text was ‘Akkurat’. This font was chosen because it is easy to read at smaller sizes being a sans-serif. It also has a slightly ‘obsure’ side to it that makes it seem slightly industrial. I felt like this worked well with the character of Dungeness and worked with the nouns that I explored in my inception phase.





All Screens

All Screens


Principle Prototype

Responsive Design

Responsive Design

Advertising Campaign

Instagram ad
Banner Ad

I also created advertising for a bus stop and a train station. These ads would work well placed here since people will be travelling to and from work and they will pass by these quite frequently and will have travel on their mind.

Bus Stop Ad
Train station Ad


Sketchbook Merchandise


  • I didn’t put too much consideration into the ‘Book Your Trip’ section of the website and it would have been good to think about how this part of the site would work.
  • After showing the prototype to a few different friends I got some valuable feedback on things that they would find interesting to have. One of these was a distance indicator on the map page. It would have been good to have some kind of route planning that you could use on the map to plan out your day so you could get an idea of how many things you could see in the amount of time you had to spend there.
  • Overall I was really happy with the outcome of my travel campaign and I felt like I captured the essence of Dungeness in my visual language. I really enjoyed creating a whole campaign to go with my initial idea and it was a good challenge to see how my art direction could be changed to suite different formats and variations.

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