Designing for a no-fly premium travel experience.
Lumina was introduced as a new premium coach offering designed to elevate the Leger Holidays experience beyond its existing flagship vehicle, Luxuria. The project focused on launching a completely new travel experience and defining a distinct visual identity that positioned Lumina as a more elevated, aspirational, and premium way to travel across Europe.
My Role
Lead Designer
Tools
Figma, Adobe Photoshop, Runway, Jitter
The Brand
Leger Holidays
The goal was to create the look-and-feel for Lumina, a new product range for Leger Holidays that sits completely above their current luxury coach option, Luxuria.
From a user perspective, the existing layouts felt too dense and cluttered, which didn't give the brand's older demographic the easy, stress-free experience they expect for a high-quality product.
My challenge was to design a brand-new digital offering that felt much more premium and justified the higher price point. I needed to focus heavily on the specific needs and accessibility of this audience to give them an easy layout to follow, while keeping their confidence in the core brand.
The Challenge
I designed the overall creative strategy and visual style for the digital launch, creating a clean look that guided users smoothly through the journey.
I designed the initial "frontstage entry" points on social media to capture attention, whilst also creating the premium style of both the web layouts and emails.
I used a much cleaner design method, stripping away visual noise and heavy text in favour of generous white space, clear alignment, and elegant typography.
This unified approach lowered the user's effort to read the page, creating a stress-free relationship with the brand that focused entirely on clarity and ease of use, as well evoking a higher-end product offering.
The Approach
By creating a unified, clean style across social media, web, and email, users could easily understand and confidently connect with this new premium offering.
Evoking a high-end feel across every channel took away any doubt about the price point, letting our older audience see the value of the upgrades without any confusion.
The Impact
