With the Keith Motel newly acquired by Alba Thermal Springs and inspired by a 1970s SoCal aesthetic, the project required a flexible, phased approach to digital rollout. At the time, the motel was still under development, so the website was strategically designed in three stages: a teaser landing page to build anticipation, an expanded site offering some detail about the location and amenities, and eventually, a fully functional booking platform. This staged UX strategy allowed for continuous engagement while adapting to evolving brand and operational needs.

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With limited access to brand-aligned imagery, I explored AI-generated visuals to fill the gap, testing multiple platforms before landing on ChatGPT to generate custom, on-brand temporary assets. To ensure a cohesive look and feel, I conducted design research into similarly styled motels across the U.S., crafting a vibrant, user-centred site experience that authentically brought the brand to life while maintaining clarity, accessibility, and intuitive user flows.