Ecotourism Australia
Making Sustainable Travel Accessible to Everyone
Client
Ecotourism Australia
Services
Strategy
Brand Clarity
Customer Experience
Website Design & Development
Brand Authority
What if your online presence didn’t match the standards you set?
Picture this: You're passionate about sustainable travel, you've built an incredible organisation that certifies eco-friendly destinations across Australia, and you're making real impact in the world. But there's a problem. Your websites aren’t living up to the values and standards you champion every day.
That's exactly where Ecotourism Australia found themselves when they came to us. As Australia's leading voice in sustainable tourism, Ecotourism Australia had built something remarkable. They were certifying destinations, growing their reach, and genuinely changing how people think about travel. But their digital presence was telling a different story.
Their two main websites felt disconnected from each other and from their audience. Visitors struggled to find what they needed and people with disabilities couldn't always access the content at all. For an organisation built on inclusion and accessibility, this wasn't just a website problem. It was a values problem.
They knew it was time to lead by example.
Challenges
A Digital Experience Misaligned With Their Values
Their websites didn’t reflect their commitment to sustainability, inclusion, and accessibility, making it difficult to practice what they preach.
Inconsistent Brand Experience Across Platforms
Two separate websites with different layouts and styles created confusion and weakened brand recognition.
Barriers to Accessibility
Users with disabilities struggled to navigate or access key content, limiting reach and impact.
Complex Journeys and Low Confidence
Travellers, tourism operators, and industry partners all had different needs, but the existing sites didn’t guide them clearly.
Low Internal Confidence
Their digital tools didn't reflect their expertise or values, so internal staff weren't confident in recommending or directing users to certain platforms.
Solutions
To solve these challenges, we built a brand-led digital experience that prioritised accessibility, consistency, and clarity across every touchpoint.
Comprehensive Accessibility Audit
We began by listening and observing before diving into design. Through a full accessibility audit, we viewed the websites from the lens of different users and abilities. These insights became the strategic foundation for every decision that followed.
Evolving the Brand for Inclusivity and Consistency
We refined the visual identity, including colour palettes, logos, and iconography, to meet accessibility standards without losing the recognisable Ecotourism Australia feel. The outcome was 3 parent brand identities and 25 variations built for clarity, usability, and scalability.
Unified UX and Design System
We created a consistent design framework across both websites, ensuring users had a familiar and intuitive experience regardless of where they entered the ecosystem.
Rebuilding Both Websites From the Ground Up
We reimagined, redesigned, and rebuilt both the corporate-facing Ecotourism Australia site and the consumer-facing Green Travel Guide. Every element, from navigation structure to content hierarchy to interaction patterns, was centred around ease, access, and clarity for all users.
A Digital Platform the Team Is Proud to Own
We equipped the internal team with tools, guidelines, and confidence to help them maintain consistency and champion accessibility long-term.
Results
What We Achieved
We created a seamless, inclusive digital experience that serves everyone, from travellers, operators, and the broader community. Travellers can now easily discover sustainable destinations that match their values and accessibility needs. Tourism operators have a clear, confident path to navigate certification without confusion. Every user, including those with disabilities, can access information barrier-free.
Internally, the team is now united around a digital presence they’re proud of. Every page and touchpoint communicates Ecotourism Australia’s values of professionalism, credibility, and approachability, while ensuring their mission of responsible, inclusive travel is front and centre.
The Bigger Picture
This project set a new standard for accessible, values-driven digital experiences within the tourism sector. It demonstrates what’s possible when accessibility and sustainability lead design, not follow it.
The result is a platform that not only meets compliance but elevates the user experience for everyone: clearer navigation, stronger brand presence, and greater trust across audiences. Accessibility proved not to be a limitation, but a catalyst for exceptional design and a reflection of Ecotourism Australia’s belief that good design should always include, inspire, and connect.
Your customers deserve an experience that reflects their values.
If you’re building something meaningful but your website doesn’t reflect that impact, or you’re unsure how to make accessibility part of it, let’s explore what’s possible together. When your digital presence reflects your values, it works with purpose.