DAMU

Wellness Reimagined — Building a Digital Experience That Heals 

Client: DAMU
Category: Web Development
Live site: damu.uk

Overview

Palm’s role was to translate this ethereal, immersive brand into a digital experience—ensuring that every scroll, visual, and word reflected the spa’s identity while also serving a commercial purpose (SEO, bookings, storytelling). 

The Challenge

Damu’s in-person spa experience is deeply sensory, spiritual, and avant-garde. The challenge was to:

  • Translate this multi-sensory, immersive experience into a digital format
  • Maintain a premium, refined visual tone while remaining accessible and functional 
  • Ensure tone of voice aligns with themes of healing, ritual, and depth
  • Optimise for SEO and visibility as a new luxury wellness destination 
mud cave treatment at Damu spa

The solution

Solution 1

UX/UI Design

We designed the Webflow experience to feel calming, elegant, and intentional mirroring the journey of the spa itself: 

Minimalism with subtle scroll transitions guides the user softly through each section, simulating movement through space. Utilising clear colour scheme and user interaction.

  • Balanced whitespace and calming colour palette support the feeling of mental clarity and spiritual renewal
  • Modular, scalable sections allow for future service additions and editorial storytelling without developer reliance

Solution 2

Tone of Voice & Copy Structure

Working with the Damu team, we crafted a tone of voice that blends ancient wisdom with modern poise:

  • Rooted in ritual, nature, and transformation
  • Aimed to evoke rather than explain, drawing users in emotionally
  • Headlines follow a rhythmic structure, such as: 
 “To Heal. To Float. To Return.”

Solution 3

SEO & Visibility Strategy

To drive visibility for launch:

  • Created dedicated pages for each major treatment zone (Origin Pool, Mud Caves, Tranquillity Area) with SEO-friendly URLs and headings
  • Modular, scalable sections allow for future service additions and editorial storytelling without developer reliance
  • Included keyword-rich meta descriptions, alt text, and accessible navigation to support organic search ranking

The outcome

  • Site launched on time, aligned with spa’s Q2 2025 debut
  • Featured in Condé Nast Traveller, Country & Town House, and Evening Standard with backlinks driving organic traffic
  • Avg. site session time increased to 3+ minutes, reflecting user immersion
  • Built-in CMS flexibility allows Damu’s team to easily update rituals, therapists, and packages as the brand evolves

Reflection

“The biggest success of this project was restraint — allowing the design and content to breathe while still evoking the richness of the spa’s experience. We built a site that speaks softly but leaves a lasting impact.”