Saybrook Point Resort & Marina Case Study

Insights

Saybrook Point Resort & Marina wanted to refresh their website to better reflect their offerings, convey luxury, and attract younger clientele. The resort’s outdated website did not reflect the organization’s newer, more sophisticated brand identity. Nor did it appeal to all of Saybrook Point’s distinct audiences, including leisure travelers, boating enthusiasts, marina members, local restaurant patrons, corporate event planners, wedding planners, and social event organizers. Research also showed that Saybrook had a strong reputation for attention to detail — something the website noticeably lacked.

Idea

The new brand position that we designed embraced their legacy harkening back to the days of the rat pack and nodded to their sophisticated coastal elegance of today: where old-world glamour meets modern luxury. The enhanced website tells this revitalized Saybrook story through modern, clear design, streamlined navigation, discoverable content, close-up details, and an optimized user-experience. We designed unique yet coordinated pathways for each different type of site visitor. Then we populated each of those pathways with the content and functionality most appealing and relevant for each audience.

Rich, custom photography and video encourage site visitors to picture themselves at the resort. Visit Saybrook Point Resort

We also incorporated new video and visual assets that better reflect the scale/scope of the property and its offerings.

A content hub features ideas for things to do on and around the property, including seasonal guides, local recommendations, and experiences that extend beyond a typical stay.

The site’s elegant look and bold, yet refined, tone convey Saybrook’s signature aesthetic and attention to detail, from the spellbinding marina views to the citrus twist on your cocktail.

We added more youthful, modern appeal while still retaining the elegant and classic Connecticut charm that still drew generations of families year after year.

We restructured the site around key visitor needs, shaping content paths for weddings, dining, marina activity, and lodging to make planning more intuitive.

Impact

Saybrook Point — and their customers — have been delighted with the results, feeling it far more accurately reflects the true Saybrook Point spirit, and gives a far better idea of what it’s like to stay there.

Every KPI is up significantly since the relaunch of this site — including number/engagement of visitors, hotel bookings, restaurant reservations and event RFPs.

achieved desired strong website traffic from NYC and Boston
interest for spa and elopement packages has increased, along with bookings
average time on site is 2m 55s, up 5% from 2024
70% of website traffic is organic from SEO and GEO

50K

website visits per quarter

800%

increase in SEO traffic year 1

85%

of site traffic is from new visitors

New Rebranded Website Experience

Insights

Idea

Impact