Oasys
Bridging the gap between movement and mindfulness through a "Slow UI" experience for luxury wellness retreats.
Role
Lead Web Designer
Timeline
March 2026 – Ongoing (Coming Soon Page: 3 Weeks)
Industry
Luxury Wellness & Hospitality
Deliverables
Coming Soon Landing Page, Full Website Architecture (Framer)
Quick Overview
Oasys is an exclusive Reformer Pilates retreat based in Portugal, founded by Sophia Stangl. Transitioning from a corporate background to high-end wellness, Sophia needed a digital presence that mirrored the retreats themselves: intentional, calm, and deeply professional. I was engaged to build the brand from the ground up, starting with a high-conversion "Coming Soon" page to capture early-access leads, followed by a comprehensive brand-led landing page.
Problem
Translating Physical Presence into Digital Calm. The fitness and retreat market is often cluttered with "loud" marketing and high-energy visuals. Oasys needed to stand out by doing the opposite.
Business Challenge: Sophia was transitioning from a personal brand/corporate trainer role to a luxury entity. The brand needed to justify a premium price point while appearing "grounded" and "non-commercial."
User Pain Points: Modern travelers are overwhelmed by choice and noise. They seek a "digital breath of fresh air" before they even book a retreat.
Market Context: A shift toward "Intentional Travel" and "Slow Living."
Goal / Objective
Product Goal: Build a multi-phase digital launch. Phase 1 focused on lead generation (Priority List); Phase 2 (Live in May) focuses on high-ticket bookings.
UX Goal: Implement a "Slow UI" philosophy—reduced navigation, fullscreen imagery, and generous whitespace to induce a feeling of "rest" during the browsing experience.
Success Metrics: Early-access signups (Priority List) and successful transition from Corporate perception to "High-End Retreat" authority.
Research & Discovery
The "Moussem" & "Aman" Influence. We analyzed high-end boutique hotel structures (like Aman and Moussem) to understand how they use "Minimum Text" and "High-Quality Visuals" to convey luxury.
Key Insight: For Oasys, the "Letter from the Founder" was identified as the core emotional anchor. It shifts the product from "Pilates" to "Purpose."
Competitive Analysis: Most competitors focused on "Fitness Results"; Oasys would focus on "Meaningful Connection" and "Space."
Strategy
Strategy over Aesthetics. My UX direction was driven by the "Brand Experience" document: Reduced, Emotional, and Clear.
Typography Strategy: Selected Almarai Light to provide a delicate, high-end editorial feel, moving away from standard "tech" sans-serifs.
Visual Rhythm: Prioritizing "Full-screen Imagery" to ground the user immediately, as discussed in the email feedback.
Navigation Architecture: A symmetrical, minimal header (Logo center-left, key pages right) to ensure the user isn't distracted by "sales" buttons.
Design Process
Phase 1 (The Waitlist): Developed a minimal "Coming Soon" page in Framer within 3 weeks. The focus was a singular CTA: "Join the Priority List."
Phase 2 (The Experience): Currently building the full site structure: Hero > The Experience > What’s Included > Retreats > Social Proof > FAQ.
Design Iteration: Based on client feedback, we "sharpened" the copy and reduced the UI elements further to ensure the "Slow UI" vibe remained consistent.
Solution
A "Digital Oasis" of Clarity. The final design (launching May) is a testament to "Brand + Product Crossover."
The Emotional Hook: Centering the "Letter from the Founder" as a piece of editorial content rather than a standard "About" section.
Custom Layouts: Using Framer to create fluid, responsive transitions that mimic the "flow" of a Pilates session.
Color & Type: A muted, sophisticated palette that emphasizes the Portuguese landscape and the "Almarai Light" typography for an airy, premium feel.
Outcome / Impact
Phase 1 Success: The "Coming Soon" page successfully launched in mid-April, establishing a professional digital footprint within 3 weeks of the strategy kickoff.
Brand Perception: Successfully transitioned Sophia’s professional image from a "trainer" to a "retreat architect."
Recruiter's Perspective: This project highlights the ability to work within tight deadlines (3-week MVP launch) while maintaining the highest standards of emotional and visual design.
Reflection
The Power of Rest. This project taught me that "less is more" is actually harder to design than "more." Stripping away elements to find the "Oasys" required deep collaboration with the founder. It proves that strategic UX isn't just about functionality—it's about evoking a specific emotional state (Calm) before the user even takes action.
Next project
Glow Digital