Overview
Hebrides Cruises are one of Scotland’s leading small-ship wildlife cruise operators. Family-run and deeply rooted on the west coast, they offer a level of experience, care and local knowledge that larger operators can’t match.
I was brought in to modernise the brand and website, clarify their positioning, and create a digital experience that better reflects the quality of what they offer.
The Challenge
Despite consistently booking out - predominantly from repeat visitors - the old brand and site undersold the experience. the digital presence felt outdated, with unclear structure and limited differentiation between the cruises. Their key differentiators - the experience aboard, the character of the vessels, and the quality of hospitality - weren’t coming through.
The goal there wasn’t short term demand, but long term positioning, to attracting the right audience and stand apart from both local competitors and larger tour operators.
Approach
I visited Emma and Margaret in Oban, to experience life on board. That time shaped the whole project for me - as it often does - by helping to understand what defines Hebrides Cruises. It isn’t traditional, stuffy luxury - it’s quality but relaxed and full of craic from the off. Emma, in particular, embodies that balance, and it became central to the brand.
Brand
Working with Blair Wightman, we evolved the brand to reflect a more confident, nuanced identity by balancing premium quality with warmth and approachability.
Content & Structure
We reworked the information architecture to better reflect how customers explore and evaluate trips—introducing clearer hierarchy, stronger storytelling, and more defined differentiation between cruises by region and duration.
Core value propositions were brought forward, with a more structured and scannable content system throughout.
User Experience
The UX focused on simplifying complex decisions and improving clarity across the journey:
Clearer browsing of sailings and availability
Improved pathways for exclusive-use bookings
More intuitive cabin selection
Detailed vessel pages
A streamlined booking experience
Outcome
The result is a platform that better reflects the quality and distinctiveness of the Hebrides Cruises experience.
It clearly communicates their position as a leader in nature-based cruising, while capturing the balance of premium quality and genuinely personal hospitality that defines the brand.
More importantly, it provides a foundation for long-term differentiation as the market continues to evolve.
Credits
Client: Emma & Margaret, Hebrides Cruises
UX & Strategy: Colin Smith, Cairn Digital
Design: Blair Wightman
Development: Clearbox