Five Brands, One Platform

 The Carnival Parent Brand (All Brands Global – ABG) needed a platform for their 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 each brand caters to. My responsibilities as a design lead on the project included managing a team of talented designers located around the globe, building and managing digital style guides for each brand, working with the multiple clients to understand the specific problems they are having, and find the best individual solution, and gatekeeping a vast design system that was applied across the 5 brands in 20 + different languages and multiple localizations, requiring one solution fits all approach.

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 coals.

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.


Till today this is one of the most complex projects I have worked on, but also the project I learned from the most. I got the chance to meet and work with talented people from all around the world and  I am proud of the results.