Agency Off Record

All Roads North: Website Design and Development

All Roads North, a tour operating service offering “Luxury American Road Trips” to primarily European clientele, came to Shocking Creations (now a division of AOR) as a startup idea with zero collateral or brand identity. We worked collaboratively with the client to build a strategic brand and establish their complete digital presence.

The Challenge

All Roads North had a very specific look and set of goals in mind for their website. Specific enough that we had to throw the idea of leveraging any themes out the window, and we dove straight into Photoshop from day one. In addition to creating a fully responsive website designed and developed completely from scratch, we were tasked with creating a complete brand identity package that would support the user experience on the site, as well as represent the brand in all printed materials.

The Execution

Working closely with All Roads North to evaluate their target audience and buying behavior, the importance of helping users to picture themselves on one of ARN’s luxury trips became immediately apparent. We set out to design a website, and a brand, around promoting truly experiential travel that was consistently wrapped in the ARN brand.

The Process

Through the extensive use of Advanced Custom Fields, we designed and developed a site that’s both visually stunning as well as highly functional—cross-linking significant quantities of various fields of data and tying it all into one cohesive user experience that performances beautifully on desktops, tablets and mobile devices.

“All Roads North doesn’t sell products or services, they sell experiences. Designing and developing a digital journey that was consistent with the physical journey on one of their luxury trips was crucial to brand credibility, and a unique and exciting opportunity for us to get creative.”

- Sam Highley, Founder

The Solution

Agency Off Record Identity and Branding


  • Creative concepting
  • Complete logo package


Agency Off Record Web Design and Development


  • Collaboration on site strategy
  • Custom graphics
  • Manipulation Of client photography to fit theme
  • Completely custom page design in Photoshop
  • Custom development of Photoshop designs into HTML5 and CSS3
  • Significant plug-in modification
  • Elaborate use of Advanced Custom Fields
Back to Top