Joali Being

Joali Being

digital case study

An immersive wellbeing website

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Inspired by the concept of ‘weightlessness’


JOALI BEING is the only nature-immersive wellbeing island retreat in the Maldives which welcomed its first guests in late 2021. A second property of the JOALI brand - which opened to much acclaim in 2018 - JOALI BEING guides its guests on a journey of self-discovery and renewal, with wellbeing the epicentre of the experience.

In February 2021 JOALI approached Nucleus to design a bespoke website for JOALI BEING, before re-designing and re-platforming the existing JOALI website to sit side-by-side on a common platform.


Working closely with the JOALI team in Istanbul and the Maldives, we first designed a new technical architecture and url strategy that enabled us to plan a series of website releases, starting with the JOALI BEING teaser website, before launching online booking, videos and social modules. A second step is to transform the JOALI site, bringing all Joali sites together onto a single, scalable .Net platform. 

JOALI BEING’s design was inspired by the concept of ‘weightlessness’, a state of being achieved through a journey of discovery and reconnection with nature. Combining ancient knowledge with science, JOALI BEING’s wellbeing offerings bring together mind, skin, microbiome and energy. We interpreted this with a bespoke design that is light and fresh, with generous white space and subtle animation. The website will become more and more dynamic and interactive with the release of a pipeline of user experience enhancements.

The design was then built in .Net core modules and integrated with an Umbraco CMS.



The JOALI BEING website was designed, built and launched in a series of sprints. Initial reaction has been very positive with JOALI BEING Cluster Marketing & Communnications Director, Duygu Tatar saying “We are delighted with Nucleus’ work on the JOALI BEING website, which sets a new standard for wellbeing retreats.”