New South Wales’ largest outdoor hospitality group, Reflections Holidays, has scooped one of the top awards at the 2024 Australian Good Design Awards.

The brand received the prestigious Good Design Award Winner Accolade in the Digital Design category for exceptional design and innovation.

The award winners were unveiled in a grand ceremony at the International Convention Centre (ICC) Sydney, attended by over 1000 distinguished guests from design, architecture, engineering and business sectors.

Reflections Holidays collaborated with digital design agency, Woolly Mammoth, who supported the brand with an ambitious rebrand earlier this year, culminating in a complete overhaul of the brand’s website.

Woolly Mammoth developed a versatile design system to standardise the use of user interface elements across the new website. This system served as the foundation for the final high-fidelity designs, which were refined through extensive internal and external feedback. 

These designs were then brought to life using a modern, composable technology stack, resulting in best-in-class user experience and performance. This approach has contributed to month-on-month record-high conversion rates since the launch of the new website.

The judging panel called out the aesthetics of the Reflections’ website and how it allowed its beautiful locations to shine through, labelling it “a fantastic example of a leisure and tourism site done well’.

The Good Design Awards recognise a diverse range of projects from Australia and abroad, encompassing architectural design, engineering, digital and communication design, and emerging fields such as design strategy, social impact and policy design – a new standalone category introduced in 2024.

The 2024 awards highlighted excellence across 12 Design Disciplines, covering more than 32 categories.

This year's entries were rigorously evaluated by more than 80 distinguished Jurors from around the globe, including designers, engineers, architects, and industry leaders, with the evaluation process focused on three core criteria: Good Design, Design Innovation, and Design Impact.

Peter Chapman, CMO at Reflections Holidays, said: “The Australian Good Design Awards are extremely prestigious so we’re over the moon to receive this award. We felt confident from the outset working with Woolly Mammoth and this is testament to both organisations’ commitment and hard work to our rebrand - we couldn’t be happier with the outcome.”

Sam Logan, Founder at Woolly Mammoth, said: “Working with a business towards a rebrand can often be a tricky process but Reflections Holidays’ honest and open approach to fresh ideas made the collaboration incredibly motivating. The work of the other nominees was exceptional so to come out on top is a superb achievement for the team, one we’re very proud of.”