Neverland
Great Ormond Street Hospital Charity (GOSH)
We created a magical website to launch GOSH’s new Neverland brand. Designed to engage children, inform parents and inspire commercial partners, while supporting GOSH’s mission to fund life-changing care and research. The new brand is rooted in the legacy of Peter Pan, whose author J.M. Barrie gifted the rights to Great Ormond Street Hospital in 1929.
The Challenge
With no existing digital presence, the challenge was to build a website from scratch that balanced creativity with clarity. It needed to appeal to both children and adults, reflect the new brand and illustrations (designed by Crush), and provide a flexible foundation for growth, future campaigns and partnerships.
My Role:
Lead UX/UI Designer (Pitch / Discovery / UX / UI / Motion / Art Direction)
Product:
Website
Produced at:
Aer Studios
Target Audience:
Children aged 6–12, parents and guardians, and commercial partners
The Solution
I was responsible for the UX and design from pitch to launch. The result is a rich, responsive site that brings Neverland to life through playful design, animations and a flexible structure built to grow with the brand.
Pitching the vision
I helped win a very competitive pitch by creating high-level creative concepts that communicated my vision for MVP and how we could evolve Neverland into a rich, interactive brand platform over time.
Requirements gathering
I ran a stakeholder survey across fundraising, licensing, retail and digital teams to understand vision, business goals and assumed audience needs.
Landscape review
I conducted a competitor review of 10 similar brand IPs (such as Bluey, Moomins, Peter Rabbit, Wallace & Gromit, etc.) to identify best practices, opportunities for differentiation and spark inspiration for engaging content and structure.
Information architecture
I produced a modular sitemap and clear information architecture, designed to grow with the brand. The structure separates content for kids and adults, balancing playful storytelling with practical needs—making it easy to explore Neverland’s characters and activities while also supporting events, partnerships, and GOSH’s wider mission.
Low-Fidelity Wireframes
I created annotated wireframes of all key pages, harnessing AI-generated indicative placeholder text content to help GOSH plan content production. These were presented and refined with the GOSH team to ensure full alignment before moving to high-fidelity designs.
Visual Design
Building on the beautiful brand developed by Crush, I designed a responsive website that felt magical, intuitive, and fully
on-brand.
Using Figma, I created a modular design system with auto-layout and global components to streamline development and future updates.
Each page was designed across desktop, tablet, and mobile, featuring animated characters, interactive maps, rich backgrounds, and quotes from Peter Pan to ground the experience in story.
Motion & Delight
To sprinkle in a little magic, I created:
Parallax Hero Sections: Animated multi-layer backgrounds with depth as users scroll.
Lottie Character Animations: Rigged and animated Peter Pan, Tinkerbell, Hook, Wendy and The crocodile with subtle movements.
Cursor Trails: Sparkly, brand-shaped fairy dust following the users cursor on desktop
I also created a motion prototype to help developers implement parallax and animation features as intended.
The results
The result is a flexible platform designed for growth, that empowers the GOSH digital team to easily publish fresh content, like creative challenges, games, and quizzes, to keep kids engaged and coming back for more. A magical new official home for Neverland, for fans, families, and partners.
