As a new venture, Ambition:Leeds becomes the primary Retail and Hospitality training centre in the heart of the city.

Ambition were looking for a design that reflects the depth and range of retail and hospitality in the city, from major high street brands, to luxury retailers, indie boutiques and bars and restaurants that cater to all tastes.

The website was to launch along with the facility, presenting something of a challenge in that assets and media showing the facility would not be available, so a multiphase approach was favoured.

Once we understood the profiles and needs of users, it emerged that the website needed to accomplish two objectives: To showcase the facilities and to provide course information for employers in the region. 

With creating the right custom design the cornerstone of the first phase, we created initial design concepts that covered the spectrum of identities of businesses in the sector. All the concepts were deliberated and the committee unanimously selected the colourful and glossy design aesthetic.

The design has been created to be extensible with dynamic use of the shapes in a future iteration of the website and also needed to work alongside and echo the brand, course materials and signage.

We modelled the user journey from discovery to course booking and beyond. The conversion goal was set for employers to contact the Ambition team and for bookings and the user journey to continue from there, so based on this we kept the initial structure and information simple to make it easy for users to understand the concept behind the project and access information on the range of courses available.