digital case study

A new digital presence for Joali Maldives

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A pair of luxury wellbeing resort websites


JOALI’s first luxury resort opened on the dreamy island of Muravandhoo in 2018 and was joined in 2021 by JOALI BEING, an immersive wellbeing retreat close to its namesake in the northern Maldives.

Nucleus was commissioned to design a pair of bespoke websites, first launching a teaser site for JOALI BEING before migrating the existing JOALI Maldives website to the new platform.


Our first task was to define and design a common technical architecture around a single url strategy, with becoming the new group home page. Then a JOALI BEING teaser website was launched, followed by the new group home page and the new JOALI Maldives site. In parallel, JOALI BEING's content was then expanded to form an immersive wellbeing website.

While JOALI BEING’s design was inspired by the concept of ‘weightlessness’ and nature immersive wellbeing, the JOALI Maldives website reflects its art-immersive brand language and a sense of joie de vivre. Website components are customised to each brand whilst retaining a common code base for operational efficiency and ease of maintenance. The websites will become increasingly dynamic and interactive with the release of a pipeline of user experience enhancements during 2022.

The design was built in .Net core modules and integrated with Umbraco CMS and a booking engine provided by TravelClick. The SEO strategy was also delivered by Nucleus.


The new JOALI website was designed, built and launched in a series of sprints between April and November 2021. Reaction and results will be published soon.