Founded in 1976 and originally known as the Orient Express, the Belmond brand came into being with the purchase of the iconic Belmond Hotel Cipriani in Venice. Belmond partnered with MOF to develop a cohesive digital experience to reflect a new brand and business strategy. Our team created a highly flexible and modular design system — allowing beautifully crafted and intricate patterns, maps and illustrations to sit comfortably within a global design framework. The UX team recruited and interviewed stakeholders and potential guests, ran focus groups and tested design permutations against our key success metrics. Our final output included illustrations, content, a rich editorial platform and a set of complex booking flows; in addition many of our digital-first ideas have been adopted across the physical customer experience.
We reorganised the businesses product portfolio, launched over 60 websites and devised and produced an end to end editorial strategy in just over 9 months. In 2018 MOF will continue to support the business across content, UX and design, CRM and loyalty, business intelligence and mobile.