Playa Grande

  • Strategy
  • Brand
  • Digital
  • Development
  • Awwwards

A Discovery Land Company community, Playa Grande, is an exclusive private resort located in the Dominican Republic.

Playa Grande Golf & Ocean Club is part of the Discovery Land Company group of communities that specializes in building luxury residential private club communities and resorts throughout the world. Located between Cabarete, a world-renowned watersports destination, and the natural deep-water port of Samana, Playa Grande occupies seven miles of picturesque Atlantic coastline and is celebrated for its golden sand beaches, sweeping farmland and lush protected rainforest. The stunning diverse landscape is matched only by the club's unparalleled amenities, dedicated to highlighting every unique aspect of the seaside paradise.

The Insight

Profiling workshops helped us to better understand the relationship the customers have with the individual Discovery communities (Playa), and along with ongoing qualitative and quantitative research, we formed our strategy. Based on this insight we identified potential opportunities to help better communicate the unique properties of the site along while improving the customer experience and performance.

The Strategy

We created a new design system that would take cues from the parent brand while being flexible enough to allow for the different identities for each community site. This flexibility meant the brand could easily evolve as new sites came online.

From a development perspective, the site would be based upon pre-designed modules that could be easily updated using the sites own design language while retaining the structure and maintaining a visual connection to the corporate brand. This meant while the sites were based upon a modular format it still left room for the design and overall experience to be crafted per site which was a key project objective.

Experience Design

Along with updating the design system we also implemented and deployed a new technology framework for the site. Working with the internal IT team, this new framework allowed for a more agile and scalable workflow while improving overall performance. 

Craft CMS was chosen as the back-end system and allowed greater flexibility for the client when it came to maintenance. It also gave them greater design autonomy, allowing them to easily interchange modules and effectively build their own pages as the sites and communities evolved.

Taking users on a journey

Following on from the 'Discover your world’ theme we created for the corporate brand we wanted this to guide the creative direction for all the communities. From the colours and textures to typography and imagery we wanted the overall experience to be as immersive as possible evoking the characteristics of the location and the lifestyle it offers.


We always aim to create equally immersive experiences across all screen sizes — and, in our partnership with Playa Grande we made a point to prioritise our design system to be stunning and seamless across mobile devices. This was made ever more challenging with the amount of video content on the site however we managed to optimise the experience to ensure it was extremely mobile friendly.