Great Journeys of NZ

When I was tasked with leading the design of Great Journeys of New Zealand, KiwiRail’s premium scenic rail experiences, the project was about much more than just creating a new website. It was about transforming the perception of iconic New Zealand rail journeys—the Northern Explorer, Coastal Pacific, and TranzAlpine—into a premium offering for both local and international travellers.

The challenge was to reposition these already established services as exclusive, luxury experiences while working on a tight timeline. With New Zealand’s borders reopening in a post-Covid world, we needed to deliver the site quickly and effectively. But, like starting with a blank canvas, I faced an almost non-existent starting point: minimal branding, a few rough mockups, and no digital experience in place.

With the clock ticking, I immediately set to work on the website’s wireframes and overall structure, mapping out how the journeys could be showcased to highlight their exclusivity.

While there was some initial branding from an external agency—mainly the logo and a limited colour palette—I knew that a lot of the design elements needed refining. I took the opportunity to address issues with the logo’s typography and colour choices, ensuring they met accessibility standards and felt premium. I introduced a new, more accessible colour palette and improved the overall visual language, ensuring the design would resonate with the desired target audience.

Working with the Product Owner and two developers, we worked in agile sprints to bring the project to life. The goal wasn’t just to create a website; it was to craft an experience that transported users into the scenic world of New Zealand’s rail journeys before they even booked their tickets.

Despite the limited assets and tight deadlines, we pushed forward with ambition, creativity, and teamwork. The site needed to be fully responsive and visually stunning, and it had to be live in just over eight weeks. The timeline was aggressive, but with close collaboration and clear communication, we pulled it off.

The finished product was a polished, fully functional website that perfectly reflected the premium positioning of the Great Journeys brand. It is a seamless digital experience that allows users to easily explore, learn about the unique landscapes, and get inspired to book a trip.

The website is not just a tool—it has become a storytelling platform that captured the spirit of New Zealand’s scenic rail experiences, engaging users in a way that no other digital touchpoint had before.

The website launch has contributed to stronger customer engagement and continues to be a key asset in Great Journeys of New Zealand’s digital strategy, helping convert visitors into customers by presenting the journeys as once-in-a-lifetime experiences.