Windstar Cruises.

Destinations over decks

Windstar Cruises operates a little differently from the giant cruise brands most travelers know. Their ships are smaller, their itineraries reach less crowded ports, and the experience focuses less on the vessel and more on the places it can take you.

That philosophy shaped the redesign from the start. The previous site placed heavy emphasis on the ships themselves, which made the experience feel more like a traditional cruise line. Windstar wanted the opposite. The destination needed to be the hero, which opened the door to fully lean into their photography library, bringing destinations forward in a bold, immediate way.

The new structure flipped the story. Instead of leading with ships, the site highlights the places travelers can explore. Rich destination pages bring ports and cultures to life, supported by large-scale imagery that helps visitors quickly understand where they are going before getting into the details. The ships still have their own space, but they support the journey rather than defining it.

Cruise sites contain an enormous amount of information, from itineraries and excursions to accommodations, fares, and scheduling. The real challenge was how quickly that depth could become overwhelming, especially within listing and detail views. Without careful structure, the experience could easily become incoherent.

To manage that complexity, the design leans heavily on typography and iconography to organize information into something scannable and usable. Hierarchy does most of the work, allowing dense content to feel structured rather than compressed. Color is used deliberately to highlight key details, helping important information stand out without adding visual noise.

At the same time, the system avoids feeling overly clinical. Photography plays a central role throughout the experience, bringing warmth and context to what could otherwise be a very functional interface. The balance between strong visual storytelling and clear organization keeps the experience engaging without sacrificing usability.

The details pages are where everything comes together. This is where destinations, itineraries, pricing, and supporting content all need to live in one place. The layout system allows those pieces to coexist without competing, creating a rhythm that makes the experience feel navigable instead of overwhelming.

The direction resonated quickly. After the presentation, the client response was extremely positive, and the project helped the agency secure an ongoing relationship with Windstar as their agency of record.