2006 Website Redesign: Home Page

Objective: Bring an upscale and serene feel to the brand identity and website. Emphasize low prices, helpful options and expertise offered by the CruisesOny brand.

Process: The first step was to help our visitors incorporate the dream-state of a vacation into the planning stage. The team and I acknowledged cruising as not being a purchase made on a whim. We focused on developing destination-rich mini-sites to go along with the new branding. We used one primary color (blue) in variations to mimic the tone of water, extend a vibe of calm, and allow the product we wer selling to really pop with contrast.

Image areas were kept boxy with the use of one simple font for titles. This keeps page headers and promo areas looking clean and makes production for this promotion-heavy website much less timely while still remaining true to the brand style. Templates were designed with one large photo area at the top of each page to immediatly convey the beauty of our product and the experience we could offer to our customer.

No black used in the fonts, only dark gray. This provides enough contrast for easy reading, yet exudes that faded beach feel.

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