BonTon
BonTon came to me through a referral. Their existing site looked dated, didn't work well, and didn't match where the brand was going. They already knew they needed two sites: a club site for visitors and a brand site for the group as a whole. Two different audiences, two different purposes.
Time
2024
Scope
Web design & Web development
Status
Completed
The reality
BonTon isn't a single venue. They started with a club in Amsterdam, then opened in Rotterdam. Now there are plans for a boat tour with live performances. They're doing merchandise. They've got their own vodka brand. And every new thing needs to live somewhere online.
A club site needs to serve visitors: opening times, what to expect, how to book. The brand site needs to tell a bigger story, the group, the expansion, the sub-brands. Both need to feel like they belong to the same brand while doing completely different jobs. That's where the complexity sat.
The build
I designed both in Figma and built them in Webflow.
Landing of the Amsterdam club page.
The club site (stripclub-bonton.com) is the visitor-facing one. Dark, warm, luxurious. Opening hours, location, events. The visual direction is dark backgrounds with warm accents. It should feel like walking into the venue before you've actually walked in.
The brand site (bonton-group.com) is lighter and broader. BonTon as a group: the concept, the venues, the sub-brands. It's for press, partners, and anyone who wants to understand what BonTon is building beyond a single club.
Gallery on the brand site.
The tricky part was making two sites that feel related but do completely different things. One is atmospheric. The other is informational. They share DNA but they talk to different people.
Signature cocktail on the brand site.
The challenge
The project went past three months. Even knowing from the start it would be two sites, the real work was in the brand architecture underneath. What lives where. How venues connect to the parent brand. How the whole thing scales when BonTon adds more experiences.
Element of the club page.
BonTon is also positioning itself as a premium, safe entertainment experience, and that matters for the design. The visual work needs to communicate quality and confidence without leaning on cliches. The brand takes itself seriously. The design had to do the same.
Getting there with the owner took a few rounds. We spent time defining what the brand should feel like before we touched what it looks like. That process shaped the visual direction for both sites.
The results
Both sites are live. Since launch, organic search traffic has been climbing. Clicks and impressions in Google Search Console are trending up, even with AI overviews changing how search results show up for nightlife and entertainment.
Landing of the cruise page, all with custom video backgrounds.
After doing the redesign and deploying page, we saw an uplift in traffic and clicks, despite Google pushing AI overviews.
The owner has been happy with the work. The sites show where BonTon is going, not where it's been.
Core values on the brand page.
The takeaway
The most useful thing I did on this project wasn't the design work itself. It was figuring out the structure underneath. BonTon knew they wanted two sites. But turning that into two coherent, connected experiences that could grow with the brand, that's where the real work was.
I like projects where the hard part isn't what you expect going in.