A window to the world

The challenge

Making you feel on holiday before you go on holiday.

How do you make a website that feels like a luxury getaway? That was the challenge we set ourselves when designing and building a new site for Carrier Luxury Holidays.

For Carrier’s wealthy audience, special is standard. It takes a lot to intrigue and inspire them, so we had to make a website that goes beyond photos and hotel prices, and that makes their eyes wide — and their sense of what’s possible even wider. 

In short, we had to make a website that makes them feel on holiday, so they’re inspired to go on holiday.

The big idea

À la modes

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.

“If this website doesn’t win multiple awards, there’s no justice in the world. Top, top job.”

User feedback – Carrier testing group

Dream it. Do it.

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.

A labour of love

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.

Play

The result

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.

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