Celebrating the joy of travel
The Cathay Pacific brand celebrates the joy of travel—a promise of quality with a spirit of contemporary Asian beauty. At its heart, is a language of tasteful, warm and understated sensory experiences, delivered with respectful grace and heartfelt hospitality.
With a rebrand in the works, and a change of business structure to include a variety of travel ancillary services, such as hotels and experiences, Cathay tasked us with designing and developing a new online platform.
Working ahead of the brand team, we conducted a client workshop to understand their needs and their vision for the future of the company, helping us understand define their positioning within the Asian region and the rest of the world.
From there, we developed a design language that not only improved the customer experience for Cathay, but also ended up influencing and defining the brand messaging across channels, including airplane livery and in flight entertainment systems.
The creation of the fully responsive website was a multi-year project that adopted the agile build methodology and released in phases, with design teams located in London and Hong Kong, incorporating new content for travel guide destinations.
Over 100+ content pages were created and integrated into Adobe AEM (CQ6) for content management outports to control. The site was designed for 40+ global markets and was flexible to translate in over 15+ different languages predominantly focusing on Traditional Chinese and English.
