Swan Hellenic is a luxury expedition cruise line built around a single idea: that the experience on board and ashore are one. For the launch of Minerva, their new ship, they needed a microsite that could communicate that philosophy before anyone set foot on board. I worked with a team of three designers on the full UX and UI, from information architecture to the final interface.
Swan Hellenic: the expedition, on screen.
Client
Swan Hellenic
Year
2025
Type
Web Design
The challenge
Swan Hellenic isn't a typical cruise.
There are no clear boundaries between ship and shore, between guests and experts. It's an expedition.
The site needed to carry that same sense of immersion.
The concept
Immersion as a design language.
Swan Hellenic’s philosophy is built around one idea: no separation between ship and shore, between guests and the world they’re exploring.
The design had to reflect that. Every visual decision, from the window-shaped motifs borrowed from Minerva’s hull to the photography treated as the primary narrative material, was a way to bring that same sense of boundlessness into the interface.
The interface
Motion made to explore.
The interface is built around motion. Scroll-based animations guide the user through the content gradually, letting the experience unfold rather than appear all at once.
The ship’s visual language, its materials, its shapes, runs through every screen as a connecting thread. The goal was to make navigation feel like part of the journey, not a step before it.
The window motif.
Minerva’s windows became the visual motif of the entire site. A detail borrowed directly from the ship, carried into the interface to keep the two worlds connected.
The contextual FAB.
A floating button runs through the entire site, changing its content based on where the user is. The booking action never leaves the screen.
