Redefining travel and hospitality experience
Travel begins with a feeling.
It is a spark of possibility, a glimpse of somewhere else, a promise that life, even briefly, will feel larger, lighter, more alive. Hospitality begins with welcome — a sense of place, tone, and atmosphere that signals care before a word is spoken.
The First Experience Is Digital
In travel and hospitality, digital is the first port of call. It sets expectation, signals quality, builds trust, and ultimately determines whether inspiration becomes booking. Before a guest steps onboard a ship, reserves a room, or selects a tour, they have already experienced the brand through its website, content, campaigns, and booking interfaces.
If that experience feels fragmented or outdated, confidence erodes. If it feels cohesive and intentional, anticipation builds. Websites, booking systems, campaign landing pages, and content platforms are not marketing accessories. They are the front door to the experience itself.
Architecting the modern travel and hospitality experience.
Together, travel and hospitality brands operate in the business of experience. But today, that experience begins long before arrival.
We partner with cruise lines, hotels, tour operators, and hospitality groups to design brand systems and digital ecosystems that turn anticipation into action — and action into loyalty. Our work aligns brand, digital, and operational complexity into cohesive systems built for growth.
DuVine Cycling Adventures
Designed for the Long Road Experience.
DuVine, a global cycling and adventure travel company, partnered with Tank for a comprehensive brand and digital experience transformation. We refined the visual identity and clarified positioning while redesigning the travel website to improve tour discovery, destination filtering, and booking flow. Our work included UX architecture, riding-level frameworks, structured content strategy, SEO optimization, and scalable web development — transforming a complex portfolio of global tours into an intuitive, high-performing digital ecosystem. The result is a premium travel platform that balances immersive storytelling with measurable conversion performance, supporting both brand elevation and long-term growth.
Experience Principles as Foundation
Every transformation begins with clarity. Whether launching a new cruise ship, evolving a luxury hotel portfolio, or redefining an adventure travel platform, we establish experience principles that define how the brand should feel and behave across every touchpoint. These principles guide brand evolution, UX architecture, content strategy, messaging systems, and design systems, ensuring that digital does not simply function — it reflects the essence of the physical experience.
Experience principles provide consistency across complexity. They help organizations grow while maintaining coherence and emotional resonance.
Princess Cruises
Designing the modern cruise experience
Tank partnered with Princess Cruises on a comprehensive brand and digital transformation that honored its legacy while preparing the brand for its next chapter. Known globally as the original Love Boat, Princess required more than a visual refresh — it needed a unified experience strategy capable of supporting fleet growth, evolving traveler expectations, and increasingly complex digital ecosystems.
We defined a clear set of experience principles to guide the brand across every touchpoint, from ship launches to destination storytelling. We evolved the visual identity system, refined typography and art direction, and built a scalable design system that brought cohesion across web, campaign, email, and onboard communications.
Our work extended across the broader digital ecosystem, including the launch framework for new ships, the positioning and experience design for Alaska by Princess, and the modernization of CRM and digital campaign environments. Each initiative reinforced a singular objective: align brand promise with guest experience at scale.
The result is a heritage cruise brand thoughtfully evolved for a new generation of travelers — balancing emotional resonance with operational precision.
Thompson Hotels
For the not so common experience
For Thompson Hotels, Tank developed a streamlined brand system designed to unify a growing portfolio of luxury properties while preserving the individuality of each location. Our work included visual identity, art direction, typography systems, and messaging frameworks that elevated the master brand and ensured consistency across environments. As part of this evolution, we created SMYTH, a distinct sub-brand within the Thompson portfolio, complete with its own identity language and refined positioning. The result was a scalable hospitality brand architecture that balanced cohesion with character — allowing Thompson to expand without diluting its signature edge.
242 Inc. Portfolio & Independent Hospitality Brands
Multi-Venue Hospitality Branding
Across 242 Inc.’s portfolio — including Tory Row, Middlesex, Audubon, and Miracle of Science — as well as independent venues such as Gaslight Restaurant and Firebrand Saints, Tank developed naming, brand strategy, identity systems, messaging frameworks, and digital platforms that transformed restaurants and bars into enduring hospitality brands. Each concept was architected with its own narrative and design language, while grounded in disciplined brand thinking and scalable digital execution. The result: distinct hospitality experiences built with strategic depth, not surface decoration.
Markets We Move
Tank specializes across many markets — from fashion and retail to travel and hospitality, from healthcare and financial services to logistics, education, technology, and professional services. We get smart quickly, bringing strategic clarity to complex industries and designing brands and digital experiences that turn strategy into performance. Explore the industries below to see how our work adapts, inspires, and creates lasting value.