Roxstar Group

Roxstar needed to communicate with clients looking for tailor-made holidays, businesses planning corporate retreats, independent consultants joining its network, luxury property guests and travellers booking high-value international experiences.

The challenge was not to make every part of the group look identical. Each brand needed its own character, structure and audience journey while still feeling connected to the broader Roxstar world.

The digital work covered three related but differently positioned brands. Rather than forcing one visual formula across all three, each website was structured around its specific audience, content and conversion goals.

The consulting website needed to establish credibility and explain a complex offer. Roxstar Travel required a more inspirational and destination-led journey. Tabula Rasa needed to balance premium travel imagery with clear corporate and wellness information.

Across the three platforms, I worked with navigation, content hierarchy, page structure, image selection, calls to action and responsive layouts to make each experience feel purposeful rather than simply decorative.

Roxstar's offers often involved complex, high-value packages that needed to be presented with enough detail to support a purchasing decision without losing their sense of exclusivity.

I developed long-form presentation systems for luxury properties and international events, including the Clifton Cove villa presentation and Monaco Grand Prix hospitality packages.

The work also included bespoke itineraries for high-profile international guests. One example was a seven-day South African programme created for visiting US celebrities and models.

The itinerary brought together private aviation, safari, Sun City, the Cape Winelands, Cape Town, dining, styling, content creation and attendance at the Sun Met.

The design transformed a detailed operational schedule into a polished guest-facing document that was easy to understand, navigate and use throughout the trip.

The campaign work ranged from seasonal travel inspiration and wildlife experiences to Monaco Grand Prix hospitality, consultant recruitment and longer membership communications.

For Clifton Cove, the property presentation was supported by visual content that showed the villa as a lived luxury experience rather than a list of rooms and amenities.

The campaign brought together architecture, coastal views, interior details, outdoor spaces and motion content to communicate the atmosphere and scale of the property.

The project also involved communication templates, supplier information, membership material, audience-specific sign-up journeys, databases and operational content structures.

Although these systems were less visible than the websites and campaigns, they helped the brands manage information consistently across different audiences, destinations and services.

The result was not one rigid visual identity applied repeatedly. It was a connected design system capable of adapting to very different offers while maintaining a consistent level of quality.

The work could move from a consulting website to a private island itinerary, a celebrity travel programme, a luxury villa presentation or a Monaco Grand Prix campaign without losing the confidence and clarity associated with the Roxstar Group.