Our concept was to divide the site into two modes: Dream Mode’s moodboard-style design would let users explore, listen, watch and be inspired by what the Carrier world has to offer.

Design Mode’s more conversion-centred approach would give users the opportunity to make their vision reality by zoning in on a chosen area and then speaking with Carrier’s holiday designers.

Dream Mode is a melting pot of imagery, insight and inspiration, from photo-journalism to podcasts, travel diaries to soothing ASMR playlists. It’s a place to get lost in, a navigation-free sandpit of exploration that mirrors the freedom Carrier gives their customers.

Design Mode is more structured, allowing users to search specific locations, holidays styles and hotels. But from imagery to typography, we crafted an elegant, editorial aesthetic to make Design Mode feel like a prestigious magazine.

It’s no surprise that this was one of our most complex web builds ever. With an ambitious brief and daring client, our design and development teams have integrated Spotify playlists, travelogues, video, galleries and a whole lot more into the Dream Mode section.

At the same, Design Mode follows rigorous UX principles of content hierarchy, CTA placements and easy navigation to both inspire audiences and make it easy for them to get in touch with a Carrier holiday designer.

The end result is a first-class ticket to inspire your imagination — and then help you book wherever it takes you. It’s as much a luxury magazine as it is a way to organise your next great escape.

The stats back this up: we’ve more than doubled the click-through rate and increased the number of clicks on the site, suggesting that users are spending more time exploring what’s on offer, and are then converting in greater numbers.

See the work for yourself at carrier.co.uk.