For 20 years, Crystal Cruises was a cruise line with 2 ships. In 2016, they began introducing new luxury river cruises, luxury yachts, even luxury airlines. We had to transform the the brand from a cruise ship company into a global luxury travel brand for the most discerning guests. While most cruise lines focused on all inclusive, we became the first luxury brand where all inclusive really meant "All Exclusive".
We hired a photographer to travel around the world and shoot fashion models in luxury destinations. Then we created cinemagraphs for digital content.
In addition, we redesigned their ancient website into a new digital experience. While re-invigorating the brand and the idea of All Exclusive with engaging content, we also kept the site very functional, so that travel agents could quickly find details about specific cruises, destinations, and excursions.