AZIMUT HOTELS
TYPE
WEBSITE — BRAND & UX
SERVICE
UI/UX DESIGN, WEB DESIGN
INDUSTRY
HOSPITALITY
YEAR
2026
( TEL AVIV & JERUSALEM )
OVERVIEW
AZIMUT HOTELS IS AN INTERNATIONAL CHAIN EXPANDING INTO ISRAEL. THE GOAL WAS TO BRING A GLOBAL BRAND TO LIFE FOR A NEW MARKET — A DIGITAL PRESENCE THAT EARNS TRUST WITH DISCERNING TRAVELERS AND HOLDS ITS OWN AGAINST FIERCE LOCAL COMPETITION.
AZIMUT HOTELS IS AN INTERNATIONAL CHAIN EXPANDING INTO ISRAEL. THE GOAL WAS TO BRING A GLOBAL BRAND TO LIFE FOR A NEW MARKET — A DIGITAL PRESENCE THAT EARNS TRUST WITH DISCERNING TRAVELERS AND HOLDS ITS OWN AGAINST FIERCE LOCAL COMPETITION.
SOLUTION
I STARTED WITH STRUCTURE, NOT AESTHETICS — SEPARATING BRAND, DESTINATION, AND PROPERTY INTO ONE SCALABLE SYSTEM. THE SOLUTION BALANCED THREE PILLARS: ARCHITECTURE, STORYTELLING, AND CONVERSION.
I STARTED WITH STRUCTURE, NOT AESTHETICS — SEPARATING BRAND, DESTINATION, AND PROPERTY INTO ONE SCALABLE SYSTEM. THE SOLUTION BALANCED THREE PILLARS: ARCHITECTURE, STORYTELLING, AND CONVERSION.
EXPLORE LIVE WEBSITE — in production
EXPLORE LIVE WEBSITE — in production
THE BRAND.
CHALLENGE
A GLOBAL BRAND WITH NO LOCAL DIGITAL FOOTING
The existing site was built for coverage, not conversion — properties, destinations, and booking entry points scattered with no clear hierarchy. For a brand entering a new market, it wasn't inspiring trust, and it wasn't moving anyone toward a booking.
A GLOBAL BRAND WITH NO LOCAL DIGITAL FOOTING
The existing site was built for coverage, not conversion — properties, destinations, and booking entry points scattered with no clear hierarchy. For a brand entering a new market, it wasn't inspiring trust, and it wasn't moving anyone toward a booking.
THE SYSTEM.
GOALS
DESIGN A DIGITAL EXPERIENCE THAT EARNS ATTENTION AND DRIVES ACTION
Two layers: establish Azimut as a credible hospitality player in Israel — not just a foreign chain with a local URL — and guide users from discovery to reservation without friction. Both had to live in one scalable system.
DESIGN A DIGITAL EXPERIENCE THAT EARNS ATTENTION AND DRIVES ACTION
Two layers: establish Azimut as a credible hospitality player in Israel — not just a foreign chain with a local URL — and guide users from discovery to reservation without friction. Both had to live in one scalable system.
PROCESS
STARTING WITH STRUCTURE, NOT AESTHETICS
Before any visual design, I mapped the relationship between brand, destinations, properties, and the booking flow — and found the original structure conflated them all. The new architecture gave each level its own logic and entry points, so navigation works whether you arrive knowing your hotel or just exploring Israel.
STARTING WITH STRUCTURE, NOT AESTHETICS
Before any visual design, I mapped the relationship between brand, destinations, properties, and the booking flow — and found the original structure conflated them all. The new architecture gave each level its own logic and entry points, so navigation works whether you arrive knowing your hotel or just exploring Israel.
THE
BALANCE.
DESIGN DECISIONS
BALANCING EDITORIAL STORYTELLING WITH BOOKING CLARITY
Hospitality design lives between inspiration and utility. Full-bleed photography carries the emotional layer; structured grids and consistent type make rooms, amenities, and pricing scannable. Navigation stays simple at the top and reveals detail deeper in the funnel — and mobile was designed in parallel, not as an afterthought.
BALANCING EDITORIAL STORYTELLING WITH BOOKING CLARITY
Hospitality design lives between inspiration and utility. Full-bleed photography carries the emotional layer; structured grids and consistent type make rooms, amenities, and pricing scannable. Navigation stays simple at the top and reveals detail deeper in the funnel — and mobile was designed in parallel, not as an afterthought.
THE STAY.
DINE —
WITH US
OUR — Rooms
THE —
OFFERS
OUR — Rooms
THE SHAMAI.
OUR —
Rooms
THE MENU.
EAT &
DRINK
The —
DELUXE
BALCONY
THE VISUAL WORLD — ALL BRAND IMAGERY AI-GENERATED AND ART-DIRECTED BY ME
THE —
SUPERIOR
THE WELLNESS.
The —WEllness
The —
SPA
The — SPA
/
DSGN
5
THE —
POOL
THE — POOL
THE —
SAUNA
THE —
GYM
THE
RESULT.
THE
RESULT.
IMPACT
Following launch, the experience drove a 30% increase in conversions and a 20% lift in engagement — validating the structure-first bet. Most importantly, the site now communicates the brand's identity before it asks anything of the user.
Following launch, the experience drove a 30% increase in conversions and a 20% lift in engagement — validating the structure-first bet. Most importantly, the site now communicates the brand's identity before it asks anything of the user.
THE VIDEO.
Figma · UX Research · WIREFRAMING · UI Design · Responsive Design · Framer
Figma · UX Research · WIREFRAMING · UI Design · Responsive Design · Framer
Azimth HotelDesign & Digital — Dor Hersh
COMMISSIONED BY David Haliva Studio
Azimth HotelDesign & Digital — Dor Hersh
COMMISSIONED BY David Haliva Studio
