Working with Planes and Koto to build the platform from the ground up, we delivered a marketing website that embodied the ethos of discovery, as well as the full logged-in experience for members. Designed mobile-first for people on the move, the platform enables members to discover something new in the moment that might push them to ‘be more interesting’.

As a brand built on contradiction, we leaned into unexpected pairings—AM vs PM, beach resorts vs city breaks, dressing up vs dressing down—framing discovery through contrast. We tested a wide range of interaction models with Dis-loyalty’s audience to find the balance between surprise and usability, ensuring the product felt true to the brand while staying intuitive.

When we settled on a final direction, we worked closely with Koto to ensure the visual expression of the brand married with the UX and UI. The final result emphasised wanderlust, the discovery experience includes an immersive Dis-loyalty World, an anti-loyalist recommendation engine, and emotive search categories like ‘Self-Care in the City.’

Altogether, the design spanned both the public-facing site—explaining the membership and showcasing its properties—and the full member experience, from explore and search to property pages, recommendations, curated lists, and the membership hub.