Five Brands, One Platform
The Carnival Parent Brand (All Brands Global – ABG) needed a online platform for their daughter brands – P&O Cruises, Cunard, Seabourn, Princess, and Costa – where they could maintain one code base, but have unique user experience, tailored to the specific brand traveler profile each brand caters to. My responsibilities as a design lead on the project included managing a team of talented designers located around the globe, creating digital style guides, working with the multiple clients to understand the specific problems they face, and find the best solution for each, while gatekeeping 5 unique design systems for the 5 brands in 20 + different languages and localizations accross the globe.
The homepage for each of the five brands
The project has more than 150 responsive components that can be mixed and matched as needed. Below is an example of 4 of the brands' homepage on the platform. Each brand used different components to achieve their goals.
Click on each image to go to the live site.
The brands using the flexibility of the platform to create unique look for their homepage
The project had many opportunities for exploration, as this unbranded prototype, exploring microinteractions
Or working with our team in China to localize a version of the Costa Cruises site for the Chinese market.
