Copywriting, Digital, Insight & Strategy
Exploring new terrain with the adventure golf experts
How do you translate an immersive physical experience to digital?
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The Question
With four locations open and more on the horizon, Treetop Adventure Golf are entering an exciting period of growth in the market. As leaders in immersive mini golf play, they don’t do anything by halves; course narratives, hero holes and in-venue fit-outs included. Our task? Helping their brand swing bigger online — anchoring their wider digital ecosystem as we go.
But when confronted with complex storytelling, a bold cast of characters and the need to create a consistent online journey, it left us asking — how can you adapt the wonder of in-person worldbuilding for the screen?
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The Answer
By maintaining the play — on and off the course. We designed a website that dove head-first into the rich narrative of their 18-hole jungle ‘treks’, combining immersion with information to create a user journey as seamless as it was sensory. We teased prospective players with hints of what’s to come behind Treetop’s doors; enticing exploration and driving in-venue visits. A total hole in one? Just ask the experts.
UNIVERSAL APPEAL
From scroll to swing
Our team used a Next.js React framework alongside optimised Vercel hosting within the Treetop site, providing building blocks to create fast, fully interactive, and highly dynamic performant web applications. These flexible module blocks (both unique and universal) were designed to be malleable in their application across and within different pages — maximising customisation while maintaining consistency throughout the site.
The scalable site was intentionally made to match Treetop’s ambitious plans for growth; with the web project built in a way that allowed the internal team to be both proactive and reactive in their future expansion — on and offline.
With 85% of web visits delivered via mobile, a device-first design was implemented to maximise the impact of messaging, streamline navigation and keeping load times lightning fast on the go — a goal we achieved by launching with a 100% mobile site speed on go-live.
A process as collaborative as it is conceptual, we ran two strategic workshops (one content and function-centric and another dedicated to creative) to engineer the website to best meet the needs of the Treetop Adventure Golf team at every level. With the goal of understanding their business objectives and marrying them to a user-centric wireframe result, we constructed a partnered vision with Treetop that infused their ideas with our innovation. Creating a trusting relationship that carried our project to success from the earliest stages.
BUILDING ON THE BASICS
A meticulous wireframing process, detail was gradually layered with precision to complete the collective vision — ensuring the strategic structure was perfected before finalising design.
Where the wild things are
As rich in personality as the Treetop environment is in ‘local wildlife’, we spattered subtle yet playful user interactions around the site, combining natural storytelling with an evocative TOV to help bring the brand’s ‘tourist board’ persona to life. And once paired with Treetop’s illustrations (amplified further through animation), their core characters, totems and landmarks felt as multi-dimensional in form as they are function.
It's a jungle in here
We stripped Treetop’s broad palette back, balancing light with dark to create a mystical atmosphere befitting of the on-site adventure.
We designed an adaptable colour system that guaranteed every page theme could be completely customised in palette. We leveraged the power of CSS variables to change overarching colour concepts for entire pages — including the more challenging ‘inner themes’ of nested blocks, which were overridden to maintain consistency throughout.
Ordered abundance
News tickers, ‘plan your trip’ dashboards and a jungle noticeboard maintained interactivity across the site, creating order amongst the curated chaos to provide a smoother and more engaging user experience.
An endless adventure
Leaning into Treetop’s core narrative of exploration, we created additional storytelling modules that rewarded users with more in-depth tales of the characters and courses the further they ventured — enticing a new adventure with every click.
Head of Marketing
Copywriting
