The Floating Forest
Overview
The Floating Forest is a secluded collection of five handcrafted forest chalets nestled in the landscape of Denmark, Western Australia. When the new owners stepped in, they came with a bold, creative vision: to transform a quiet accommodation brand into an immersive, design-led retreat experience.
We partnered with the client to reimagine their brand and digital presence — not just to sell stays, but to create an emotional preview of what it feels like to be there. The result is a brand identity and website that are rich, layered, and deeply personal — just like the chalets themselves.
Project Approach
From day one, it was clear that this wasn’t a commercial project in the traditional sense. The Floating Forest is about energy, atmosphere and personal expression. Our approach focused on capturing that feeling — the sense of quiet, curiosity and connection that guests experience when they stay.
We developed a flexible brand system built around tone and texture, where each chalet could have its own distinct visual language while still living comfortably within the larger brand. Found imagery, eclectic objects and botanical references from the owner's travels informed the visual direction, while the tone of voice was warm, slow and considered — mimicking like the experience on-site.
The website was treated as an extension of the forest itself. Scroll-based animations, soft motion, and layered imagery invite users to explore in their own time. It doesn’t just describe the place — it sets the mood.
The Challenge
The biggest challenge was translating a very tactile, real-world experience into a digital one without flattening it. The original website was functional but generic, offering no sense of place or story. The new owners had a clear aesthetic and creative energy but needed help articulating that across brand, design and technology.
We needed to modernise without losing soul. To build structure while leaving space for personality. And to create a digital presence that not only converted but immersed, from the first click to the final booking.
Technical Direction
The technical build was shaped by simplicity and soul. The site was built on a modular CMS to allow the owners to easily manage content and update individual chalet profiles as needed. Each cabin was given its own colour palette and set of curated images, reflecting its unique layout, decor and energy.
To further ground the experience, we included a hand crafted map showing the layout of the chalets within the forest — offering both orientation and emotional context. Motion was used thoughtfully throughout: soft fades, scroll interactions and hover states added richness without distraction.
Performance was also key. With many visitors accessing the site from remote areas, we ensured load times were fast, interactions were smooth, and the experience stayed strong across devices and networks.
Results/Impact
The new brand gave The Floating Forest a confident, cohesive identity — one that honours its individuality while making it easier for guests to understand, book, and fall in love with the experience. The website has become a destination in itself, with guests exploring the different chalets and even developing early favourites before they book.
The clients have embraced the brand with total clarity and confidence. From photography and packaging to future signage and guest communications, the visual and verbal toolkit is now being applied with ease and intent.
Most importantly, the story now reflects the stay — immersive, relaxing, beautiful.
Key Learnings
When personality drives a brand, design systems need to flex. The key to this project was creating a structured, scalable foundation while still leaving space for imperfection, texture and human energy.
The smallest details — a textured illustration, a line of copy, a well-paced transition — can do powerful work. And when designing for places rooted in nature, the best digital experiences don’t compete with the landscape — they breathe with it.
