I led the full brand refresh, structural overhaul and complete website redesign of 5 Star Holiday Club, 5 Star Before & After School Club and the launch of ClubXtra – modernising the services and transforming their digital presence.

I rebuilt each website from the ground up, redesigning layout, refining messaging and restructuring the user journey to improve clarity, trust and conversion. Navigation was simplified, content was rewritten to be more benefit-led, and booking flows were streamlined to reduce friction for parents.

For ClubXtra, I developed the brand positioning and built a fully modernised booking system that introduced online payments, automated confirmations, and text and email reminders about sessions – significantly enhancing the parent experience while reducing manual administration. I also developed a brand new logo for the brand.

All three services were aligned within a structured digital ecosystem, including CRM integration, segmented funnels and campaign-ready landing pages, creating a scalable foundation for future growth.

This work was not simply cosmetic. It was a practical refresh and digital upgrade that improved usability, operational efficiency and long-term marketing capability.