HNA Group
Relaunch
For the HNA Group website relaunch, I was part of the team invited to pitch for the project, which we successfully won. As Art Director and lead designer, I shaped the visual direction, page layouts, design grid and tone of voice for the new website.
The work focused on creating a more distinctive and consistent digital experience for the group, with the design system and visual language developed through the pitch and carried into the website design.
A conglomerate with one front door
Aviation, hotels, logistics, retail. The site had to make a group of very different businesses read as one company.
One grid holds it together
The design grid and type system came out of the pitch and carried into every section, which is what keeps a site this broad consistent.
Enter by interest
Rather than an org chart, the home page asks which part of life you are here for and routes from there.