UX design / Web development / Graphic design / Logo Design / Brand Identity



Creation of full brand identity, logo design, colour template, typography, user-centered web design for newly established Irish guided tour company.

Many iterations and redesigns over the years as Overland Ireland scaled up, refocused their branding message and restructured their business model.


UX Design
Web Development
Graphic Design
Logo Design
Brand Identity


Overland Ireland is an Irish guided tour provider formed in 2014. Overland Ireland began with one single tour and one single bus and have grown to one of the most successful tourism brands in Ireland, with over 7 different tours, bringing hundreds of customers each year on trips all over Ireland.

The founders of Overland Ireland approached me to create an entire brand identity for them. I created everything from their logo to their colour scheme, typography and full branding.

I also designed and developed their website, which would be the sole avenue of attracting customers and converting website visits into bookings and collecting revenue.

As the company grew, gained experience and scaled-up, they refocused their marketing and brand messaging to reflect their expansion and new direction.

To adapt to these changes, I created a website that evolved through several UX redesigns, adapting as a solution that has helped to attract hundreds of customers and revenue conversion rates that have increased by over 145% in a single year. 


In it’s first incarnation, Overland Ireland was targeting 30-something couples and groups, who accustomed to the “backpacking” form of travelling, very interested in water-sports and outdoor physical activity and eager to get to the hidden spots that tour groups often miss out on.

After a couple of years, Overland Ireland realigned it’s focus, targeting a larger range of tourists: 


30-something couples, sometimes travelling around Europe as part of their Honeymoon, eager to experience the best Ireland has to offer. These couples like authentic experiences, meeting locals, culture and fun. 

They like to research their trips in detail before they go, they rely a lot on trusted reviews, social media and expect to find a lot of photo and video content.


Older couples, individuals and groups, largely American, tracing their roots back to Ireland. This group love seeing the more famous sights, enjoying food experiences and comfort.

These users typically want to be reassured that they can opt out of activities if they desire and often seek further information via direct channels like telephone or email.



Young solo travellers and groups of people who wish to take part in advanced outdoor activities like surfing, hiking, cycling, etc.

They want to combine sightseeing with activities. They generally want to find out a lot of information about the activity side of the tours and expect to get a sense of “fun” from the website, which reflects the fun elements of the tours.


Families travelling together across Ireland. These users want to know about safety and security for their family trip. They often wish to include activities, but want to find tours that have levels of activities that suit all abilities in the family.

They often seek extra information about accommodation, food and small details about the practicalities of travelling on a tour with the company.


Working closely with the Marketing Team, it was decided to split the tours into two distinct options: “Jewel Tours” catering for those in Group A, B and D, who wish to focus more on sightseeing, culture but still enjoy light activiy. “Zest Tours” to cater for those who are comfortable with, and seeking adventure activities on their tour of Ireland.


User stories were developed from the initial understanding of the different user groups and sample user journeys were identified.

Some examples of users stories developed for Overland Ireland:




The original sketches incorportated many of the design solutions that remained on the final developed website.

But some of the original ideas were tweaked and improved on. Some changes like the decision to go with the autoplaying muted background video were due to the requirements of the client, but others were UI improvements due to feedback from user testing.

Originally, the two tour types “Jewel” and “Zest” were separated out into two separate tabs, with “Jewel” tours visible by default. User testing showed that users were not seeing the “Zest” tours, hidden behind the unselected tab. 

Feedback proved that users were unaware of the Zest tours, missing them completely. So, we explored different ways of displaying the tour types in clear layouts that would show all of the tours without hiding any, but still distinguish the two tour types very easily. We tried using carousels of the different tours for each tour type, but in the end settled on a simple grid layout, showing all tours at once, separated by an animated red line. The line animation was used to highlight the separation, drawing the eyes to the different tour options.

The customer testimonials were updated to include the logo of where the review was first made (e.g. TripAdvisor). Showing the testimonial was placed on an independent trusted platform, and linking the review back to the origin, gives the user more confidence in selecting Overland Ireland as their tour provider.



Overland Ireland rely 100% on their website to attract users and convert these users into customers, processing their booking and payments.

The website has gone through many iterations and evolutions since it’s first incarnation, with the most recent redesign exploring and researching the best solution to adapting to these changes with user research, testing and design thinking.

As a result, Overland Ireland has placed itself firmly at the top of the list of Irish tour providers, enjoying the same level of success as it’s long-established competitors in a very short timeframe.

The UX redesign to the website has attracted hundreds of customers per year, and bringing in an increase in digital revenue of 145% in a single year.

The amount of users on the website has doubled in one year. Engagement has gone up exponentially, while bounce-rate has decreased greatly.

Overland Ireland is still evolving, growing and changing as a business, and as a result, their website has become an ever-evolving dynamic platform that is constantly improving thanks to UX research, testing, analysis and design thinking.


Increase in customer bookings


increase in revenue generated by the digital solution

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