Cuvée Private charters
Private travel, reimagined as a seamless, end-to-end experience.
As Cuvée expanded into Private Air and Private Yacht, I led the creation of a unified brand and experience system—from identity through launch.
The opportunity wasn’t just to introduce new offerings, but to define how they should feel. Designed for an ultra high-net-worth clientele, the work focused on creating an experience that feels clear, considered, and effortless at every touchpoint.
Role: Creative Direction, Brand Identity, Digital Experience, Campaign Launch
brand pillars
01
Seamless Journey
02
Personalized Luxury
03
Trusted Expertise
The brand pillars were defined to reflect a shift in how this audience experiences travel. For Cuvée’s clients, luxury isn’t about excess—it’s about simplicity, personalization, and trust. These pillars grounded the brand in those expectations, creating a clear point of view that could scale across both Private Air and Private Yacht while differentiating from more transactional, service-driven competitors.
ART DIRECTION
Cuvée Private Charters is not just about where you are going. It is about how it feels to get there.
The visual direction focused on bringing that experience forward, capturing moments of ease, connection, and presence throughout the journey. Cuvée’s audience already expects luxury. The opportunity was to make the experience feel personal, effortless, and worth anticipating.
Imagery shifts away from distant, overly polished tropes and instead introduces something more lived-in. Families, quiet in-between moments, and a sense of movement help reframe travel as something to enjoy, not endure.
WEBSITE
The digital experience was designed to reduce friction in a high-consideration space where users are evaluating multiple high-value options.
Structure and hierarchy prioritize clarity, guiding users toward action without unnecessary complexity.
For yacht, interactivity introduces a layer of personalization. Curated itineraries reveal experiences, destinations, and accommodations through hover, allowing users to explore without feeling overwhelmed.
Launch
The launch was designed as a phased rollout, introducing Private Air and Private Yacht over time to build anticipation and maintain focus. Social teasers led each release, while targeted outreach ensured the experience felt personal from the start.
Across email and social, the approach leaned into storytelling. Visual narratives and postcard-inspired moments reinforced the idea of travel as something to anticipate, not just plan.
Internally, I led cross-functional rollout across sales, destination, and broader teams, aligning how the brand was understood and delivered at every touchpoint.
Email introduced Private Air and Private Yacht through a more narrative lens, using motion and layered imagery to bring the journey to life. Postcard-inspired visuals reinforced a sense of place, while keeping the experience personal and aspirational.
SOCIAl
Social focused on building anticipation through imagery-led storytelling. Teasers and phased reveals created momentum, allowing each offering to unfold in a way that felt intentional and cohesive.
OUTCOME
Private Air and Private Yacht introduced two new, revenue-driving pillars to the Cuvée ecosystem, expanding both the brand’s offering and its audience reach.
The phased launch successfully introduced Cuvée Private Charters to both existing and new clients, while establishing a scalable foundation for future growth.
More importantly, the work created alignment across teams and touchpoints, ensuring a consistent and elevated experience from first impression through stay.