ABOUT

Design ConceptThe design concept for Potters Mooring focused on transforming their brand values into a refined, modern digital presence. As a 17th-century, family-run guest house, it was essential that the website communicated a sense of heritage and trust, while presenting the business in a way that feels contemporary, polished, and competitive within the hospitality market.We created a clean, streamlined website that combines a structured, professional layout with subtle touches of personality. This balance allowed us to convey reliability and quality, while still capturing the warmth and enjoyment associated with a coastal getaway. Every design choice was carefully considered to ensure the digital experience feels authentic to Potters Mooring and aligned with the story behind the brand.Alongside the visual direction, we also prioritised the flow and structure of the website to strengthen the overall message. Clear hierarchy, generous spacing, and intuitive navigation were introduced to create an experience that feels confident and effortless to explore. This considered simplicity mirrors the calm and welcoming atmosphere guests can expect, ensuring the brand is communicated clearly while supporting the site’s main goal, which is to encourage bookings.Visual Identity / Art DirectionThe visual identity was inspired by Potters Mooring’s coastal setting and the experience it offers visitors. The art direction was built around a soft, refined palette of muted blues and warm creams, reflecting the tones of the sea, shoreline, and surrounding landscape.Imagery played a key role in bringing the brand to life without overpowering the design. Photography of the guest house, interiors, and rooms reinforces comfort and quality, while local scenery introduces natural green tones that add depth and character. Together, these elements create an aesthetic that feels calm, inviting, and genuine. While remaining sleek, professional, and visually consistent throughout.About Potters MooringPotters Mooring is a 17th-century, family-run guest house owned by Robert and Linda, located in Shaldon, Devon, with views across the Teign Estuary. Open all year round, the guest house offers a variety of accommodation options including single, double, twin, and family rooms, each with en suite facilities.The website was designed to clearly communicate what Potters Mooring offers, while reflecting the warmth and character of a long-established independent business. It acts as a welcoming first impression for new guests, while reinforcing the charm and credibility built through years of experience in a sought-after coastal destination.
Customer ExperienceThe website was designed with the user experience at its core, ensuring the journey reflects the comfort and ease of staying at Potters Mooring. A clean, intuitive layout guides visitors through the site naturally, with clear access to essential information such as room details, menus, reviews, and location guidance.A key focus of the experience is the external booking system, which is clearly highlighted across the website to support conversions. By removing unnecessary distractions and keeping the journey straightforward, the site enables customers to find what they need quickly and book with confidence. This streamlined approach benefits both the guest and the business by creating a smoother, more reliable booking process.From the customer’s perspective, the design also helps build trust before arrival. Consistent branding, clear imagery, and transparent information work together to set expectations early and reassure guests throughout their decision-making process. This strengthens confidence in the brand and contributes to a positive experience before, during, and after the stay.ConclusionThe Potters Mooring website is a strong reflection of Mutatio’s brand-led approach to digital design. By combining thoughtful art direction, clear user journeys, and a strong understanding of the client’s identity, we created a digital presence that feels modern, authentic, and purpose-driven.The final result is a website that represents Potters Mooring accurately, enhances the customer journey, and supports the business’s primary objective, which is encouraging guests to book and enjoy a stay.Beyond the immediate outcome, this project demonstrates how strategic web design can create long-term value for a brand. The new website provides a modern, flexible foundation that supports future growth while preserving the heritage and character that makes Potters Mooring unique. It’s a clear example of how Mutatio helps clients evolve their digital presence without losing the qualities that define them.Potters Mooring features a sleek, modern web design complemented by soft, welcoming elements. We created a website that reflects the unique experience guests receive and communicates the brand’s message with clarity and warmth.Molly Bailey - DesignerMutatio