Analysis & strategy
Design, UI/UX
Web development
Content
SEO, SEM & web analytics
Operations & supportHestraviken
Hotel, spa, restaurant and conference, in the middle of the Småland nature
Background and strategy
Hestraviken had a charming but somewhat dated visual identity and website. The challenge was to translate the brand's warm and personal expression into a digital form that meets today's requirements for UX, SEO and editor-friendliness. The website needed to guide different audiences, work in multiple languages and have a long-term sustainable technical structure.
New graphic identity
Tankbar was tasked with creating a new graphic identity and developing a modern, conversion-driven website that highlights the unique offering while being easy to manage and further develop.
The work started with the development of a new visual expression. We created a new logo in several versions, a color system inspired by the nature around Isaberg, a new typographic identity and patterns and icons that convey the feeling of the place. A brandbook light was developed to ensure consistent use across all channels.
Web production in WordPress
The site was built in WordPress with a block-based system in Gutenberg. We developed customized blocks and modules with a focus on flexibility, performance and ease of administration.
The solution is fully responsive, multilingual via Polylang and optimized for fast loading. The technology stack includes Tailwind CSS, React, ACF and CI/CD via Bitbucket, providing a modern and sustainable foundation for further development.
Feasibility study and analysis
The project started with a feasibility study where we identified Hestraviken's target groups, did competitor analysis and conducted a comprehensive keyword analysis. The goal was to understand the content in demand, search behavior and relevant themes linked to hotels, conferences, restaurants and offers.
Based on these insights, we were able to prioritize content, define user journeys and identify key conversion points. This formed the basis for a new structured sitemap that improves both search engine visibility and guides the user through the site.
UX and design systems
A complete design framework was developed with components adapted for both desktop and mobile. We built templates and blocks for all main pages, including home page, rooms, offers, conference and restaurant. Particular focus was placed on designing clear CTA blocks and forms that drive bookings and enquiries.
The typography hierarchy and color choices were based on the new graphic profile, ensuring a visual line throughout the site. The design was tested through clickable prototyping and anchored with the client before starting the development phase.
SEO and tracking
To ensure search engine visibility, basic SEO configuration was implemented, including metadata, titles and sitemap. We also managed 301 redirects from old pages to preserve search traffic and avoid broken links.
Google Search Console and Google Analytics were set up, along with technical preparation for conversion tracking and future dashboards. This gives Hestraviken the right conditions to follow up on traffic, behavior and goals in a structured and data-driven way.
Customer-specific functionality
As part of the development work, we built a new offer module in WordPress, adapted to Hestraviken's way of working. The module makes it possible to create, schedule and update campaigns directly in the admin panel - without having to go through developers.
The feature is built with reusable blocks, which both simplifies editorial work and creates a consistent visual presentation throughout the site. It saves time and provides great flexibility in content planning.
Testing and launching
Prior to launch, extensive testing was carried out for both appearance and function. We set up a separate test environment for QA and feedback, where both client and project team could review the site in its entirety.
Backup procedures and restore points ensured peace of mind during launch. DNS management and HTTPS activation were included in the handover, and a checklist was followed to ensure no important steps were missed during go live.
Outcome
Today, Hestraviken has a clear, coherent visual identity that works in all channels - from web to print. The website is fast, inspiring and built to drive conversion, whether the visitor is looking for rooms, conferences, restaurant experiences or current offers
The technical solution allows for smooth editing internally and lays a solid foundation for further digital development. The site is not just a digital shop window but a business-driving tool that guides the visitor towards booking, inspiration or contact.
What the customer says
"We wanted something that feels both modern and genuine - just like Hestraviken. The result was a hit."
