Website redesign for Arctic Spas (Blue Falls Manufacturing), a premium hot tub brand competing in a market dominated by established global players. The brief was clear: the existing site felt dated and didn't reflect the quality of the product. The goal was to reposition Arctic Spas as a genuine premium brand — visually, tonally, and structurally.
The design decisions were deliberate across every dimension: full-bleed lifestyle photography to lead with aspiration rather than product specs, a clean typographic hierarchy that communicated confidence, and a refined colour and layout system that could hold its own against the category leaders. A product finder tool — letting customers filter by capacity, jets, pumps, and lounger configuration — was developed collaboratively with stakeholders and designed entirely in-house, bringing genuine UX thinking to what had previously been a static product listing.
The mockups shown here represent the original design direction as delivered. The live site evolved organically through ongoing stakeholder input and development iterations.
