Cathay Pacific

Cathay Pacific



The Cathay Pacific brand combines a promise of quality with a spirit of modern Asian beauty. At its heart is a language of tasteful, warm and understated sensory experiences, delivered with grace and heartfelt hospitality. We worked with Cathay Pacific to help them bring this brand to a younger audience: building a custom Tumblr site, implementing a content strategy, and delivering regular content that reflects the brand’s design philosophy: softly spoken, strongly felt.

What We Did

  • Content Strategy
  • Information Architecture
  • Web Design
  • Custom Tumblr Theme Development
  • Content Creation + Implementation
What Can We Do For You?

Inspiring Design

A custom Tumblr site, designed and developed to inspire

Cathay Pacific wanted to use their new blog to inspire users to explore China by showcasing authentic, user generated visual content. We designed and built a clean grid to display an endless stream of images and gifs, eliminate visual distractions, and elevate the impact of the images.

We also developed a simple way to categorize content by city, creating a visual guidebook for adventurous travelers.

And with 78% of tumblr users accessing the platform on mobile, we made sure the content looks just as good on a small screen as on a desktop.

Creating a Content Compass

Mapping the path to success with strategy and content development

To go along with the brand new site, Cathay Pacific was launching their new My China Experience Campaign, focused on targeting a younger audience and leveraging the benefits of Tumblr’s built-in social network.

Working closely with the Cathay Pacific digital marketing team in San Francisco, we developed a content driven campaign aimed at inspiring younger users to explore Chinese destinations off the beaten path. Leveraging content developed exclusively for the brand by notable travel bloggers and online influencers, we put together a visual lookbook of destinations served by the airline.

To manage the campaign in concert with Cathay’s San Francisco office, we developed an editorial calendar and created style guidelines to ensure the cohesiveness of each post. Using the original content from bloggers as raw material we develop weekly posts that include original gifs, stunning images and light copy – all targeted to engage the youthful Tumblr audience.

Our Stories

Read more about our work