HOLLAND AMERICA LINE 

DIGITAL PLATFORM + REBRAND 

We were tasked to digitally redesign and rebrand Holland America Line. The UX and design strategy was to “Make the journey to travel more enriching.” Beyond the UX path of frictionless booking we designed flexible components that tell a larger brand narrative and would also be scalable to other brands in the Carnival fleet. Visually we carefully balanced HAL’s rich cruising heritage and classic style with purposeful and modern design to create a unique juxtaposition that would visually appeal to HAL’s demographic. 

Agency: SapientRazorfish     Role: Leadership, Art Direction, UX/UI Design

HAL'S BRAND STORY 

We created these components to showcase HAL’s brand proposition. Beautiful imagery, custom iconography, subtle textures and just enough copy show HAL's brand pillars in small bite-size stories.

SEARCH VIA EXPERIENCES

Users can search via once in a lifetime experiences. This type of searching through dreaming adds another dimension and differentiates the brand. Each experience is represented by a unique stamp cruises can collect.

 SEARCH RESULTS THAT INSPIRE

Itineraries are brought to life by combining experienced-based scenes and HAL’s branded map to tell the rich story of each unique itinerary in a rational and emotional sense.

IMMERSIVE CRUISE DETAILS

A scrolling map coupled with immersive content take the user on a day by day journey of an itinerary all the while keeping user focused on all information in relation to their cruise in the global header.

MORE THAN SOCIAL

By carefully curating HAL's social we can inspire user's to search directly from their social components.

HAL DECORATIVE ICONS

HAL decorative icons are uniquely crafted visual flourishes that aid in identifying sections of content at a glance. These icons serve as decorative extensions of the HAL brand.