--- Case study ---
Lower Nill Farm
Crafting a Digital-First Brand from the ground up
Jon Beeson
Co-Founder
Lower Nill Farm offers visitors a unique opportunity to connect with nature while enjoying the comfort and luxury of beautifully crafted huts. Nestled in a picturesque countryside setting, the farm is a sanctuary for those seeking a boujee escape with a rustic charm.
When Lower Nill Farm approached me, they didn’t just want a website—they needed a complete digital-first brand. With no prior branding or online presence, this was a rare opportunity to design a cohesive identity and digital experience entirely from scratch.
I defined and created a distinctive brand identity that reflected Lower Nill Farm’s rustic yet luxurious ethos.
I developed comprehensive brand guidelines to ensure consistency across both digital and physical touchpoints, and I designed a fully responsive website optimised for immersive storytelling, discovery, and seamless bookings.
To achieve this, I utilised Adobe Illustrator, Photoshop, and InDesign to craft the logo, visual identity, and brand guidelines. Through an iterative process in Figma, I delivered high-fidelity prototypes and a complete suite of assets ready for development and cross-platform use.
The challenge was to define Lower Nill Farm's essence and establish a cohesive identity by creating a premium, inviting brand, a visually stunning website showcasing its offerings, and a seamless booking process to drive reservations.
Extensive research, including competitor analysis, audience personas, and digital-first principles, informed every design choice—ensuring the brand and website captured Lower Nill Farm's vision while resonating with its target audience.
Balancing simplicity and beauty, leveraging immersive storytelling, and prioritising user experience shaped the design strategy, ensuring the final product was visually impactful and user-focused to drive engagement and bookings.
The project’s design approach was collaborative and iterative, with a clear focus on building a cohesive identity.
Design step 01.
Created a brand identity that included a logo inspired by the farm's natural surroundings, a muted colour palette reflecting rustic luxury, carefully selected typography for sophistication and readability, and comprehensive brand guidelines to ensure consistency across all platforms.
Design step 02.
Designed a visually immersive website with large, high-resolution imagery, subtle animations, and a clean, user-friendly navigation structure to showcase the farm’s luxury offerings and enhance the user experience.
Design step 03.
Developed a streamlined, mobile-friendly booking process that simplified reservations and reduced friction.
“We’ve worked with Darren on 2 projects: the design & development of our farm logo and brand guidelines and also the creation of our farm website. On both projects we found him to be both easy to work with and knowledgeable, giving great suggestions to ensure the best possible delivery.
We would highly recommend his services if you are in need of some digital design work.”
Jon Beeson
Co-Founder
This project highlighted the power of crafting a digital-first brand. By starting from scratch, I was able to ensure every design element worked cohesively across platforms, balancing aesthetic appeal with functionality.
It also reinforced the value of combining strong visuals with a user-centric interface to drive engagement and bookings.
Lower Nill Farm was a fantastic opportunity to create something from the ground up—transforming a vision into a thriving digital presence.
If you’re looking to establish a digital-first brand and create a website that captivates your audience, let’s collaborate!
Let’s create something exceptional together
Got an idea or a project you need my help with?
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Email: hello@darrenbarrett.co.uk
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Darren Design Limited.
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