For The Darcy, a new hotel in Washington DC’s Dupont Circle neighborhood, design firm IdeaWork Studios had to build a site around its personality before any assets were finalized, as the hotel was still under construction. “The main obstacle was that we were working with a hotel that didn’t yet exist, so generating assets and content were roadblocks,” says Jay Schwartz, founder and chief creative officer of IdeaWork Studios. However, to communicate the hotel’s edgy yet upscale personality, the design firm brought the brand voice to its site with rich, textured backgrounds, an elegant serif typeface and The Darcy’s color palette. Subpages enable potential guests to reserve rooms, learn about the hotel and explore the happenings in Dupont Circle on its “Neighborhood” page—with detailed directions on how to get to each of these showcased events. IdeaWork Studios implemented its proprietary CMS on the site, enabling the hotel’s media team to expand its site with future content.
This Toronto-based design firm reinvented its website into an experiment with soft animation and white space.