Luxury.co.ma

The project, piece by piece.

• The name and the domain

  The brand is its own address: luxury.co.ma. We took the category word itself and put it on Morocco’s own domain, so the name says what the business sells and where it sells it in a single line, with nothing to translate. It stays the same word in every market the site speaks to.

• Logo and brand identity

  A wordmark whose X is built from two crossing strokes, one deep teal and one gold, so the mark still reads when it shrinks into a phone header. Deep teal carries the weight, gold marks only what matters, and Mulish holds everything from the headline down to the fine print.

• The website

  A site built around the fleet: thirty-five cars a visitor can browse and filter, each with an enquiry button that opens WhatsApp with the car already named, so nobody has to explain which one they mean. Airport transfers and chauffeur hire stand beside it as services of their own.

• Booking and enquiry

  Pick-up point, drop-off point, dates, times and vehicle class: the search sits in the first screen of the homepage, and the return can be set to a different city than the pick-up. For anyone who would rather just ask, every car carries a WhatsApp button next to it.

• Seven languages, sixteen pickup points

  The site runs in English, French, Arabic, German, Spanish, Russian and Chinese, each version living at its own address and declared to search engines as such. Under that sit sixteen arrival pages, a city centre and an airport for each of Agadir, Casablanca, Fes, Marrakech, Nador, Oujda, Rabat and Tangier, marked up so search engines read a car rental with real locations rather than a page of text.

• Run end to end

  One point of contact from the empty page to launch day: the name, the brand, the build, the content, the booking setup and the go live. Nothing was passed between separate suppliers, so nothing was lost in a handover.