Built with Jitter
Club Med : Peace of mind is a destination.
Emmanuel Darmon
Peace of mind is a destination.
Club Med entrusted us with the redesign of their entire brand and digital experience, unveiling a modernized identity that stays true to its core values: simplicity, epicureanism, nature, luxury, and freedom.
This marks their first major renewal since 2014, signaling their ambition to reclaim leadership as the world’s most desirable lifestyle travel brand.
The Tender Invitation • Our first proposal
With our friends from Studio Bleu and Studio Cent-Huit, we teamed up to respond to a prestigious tender from Club Med.
The mission? "Fierce competition is emerging as luxury brands aggressively enter the all-inclusive market. Our identity feels outdated. It’s time to harmonize the brand and UX across the entire website and elevate Club Med’s positioning."
It was our very first tender, competing against some of the most celebrated design studios in Europe. We didn’t expect to win, but guess what… 🏆 we did.
Our fresh creative perspective and modern approach won Club Med over.
The couch • Brand positioning and build a strategy
We kick off every project with The Couch — an in-depth, collaborative session where we dive deep into your brand. We listened, learned, and immersed ourselves in Club Med’s world, understanding their DNA, their market, and their competition from every angle.
With a deep understanding of the brand, we crafted a strategy we call “Complexion Reduction”—a method to simplify and amplify the message :
— Big pictures
— Fewer, bigger, bolder headlines
— Simpler more universal icons
— Extraction of color
— Don’t be afraid of white spaces!
— Universal icons
This approach was implemented across the entire website to create a unified, modern look that truly captures Club Med’s luxurious yet accessible essence.
Great success of your recommendation to the Executive Committee: high-end, refined and game-changing. Bravo!!! Thank you for your support and your unfailing mobilization! It's a pleasure to work with you.
Armelle Vimont-Laurent (VP Brand, Product & Digital Marketing)
We design a new experience • Step by step
Next, we turned our attention to the website. Why was it built the way it was? How was it performing? What were its strengths and weaknesses?
As partners with ContentSquare, we had access to powerful tools that allowed us to dive deep into user behavior and uncover critical insights.
And then, we go step by step. Key step is the “Pastrami.”
It’s our simple yet effective approach to structuring the new site. One section neatly stacked above the other, guiding users through the site smooth and seamless.
Step by step
We make it shine ✨ • Branding
In addition to the main website, we were tasked with designing the visual identity for Club Med’s Exclusive Collection. The logo Tiphaine created, styled like a postage stamp, added a vintage touch, paying homage to the golden age of travel while highlighting the collection’s prestige. It’s a brand identity that feels timeless yet modern, just like the resorts it represents.
We make it consistant • A strong design system
To maintain consistency across every aspect of the digital experience, we built a comprehensive design system. This toolkit ensured that every element, from typography to iconography, worked together seamlessly across the entire website and branding. It’s about creating harmony—no matter which page, touchpoint, or interaction the user is on.
We make it powerfull • Traveling with just a few words.
We pushed writing to a new level—short, impactful, and emotionally driven. UX writing became a central pillar of the brand refresh—subtle, smart, and always on-brand.
We make it playfull • The diamond ⬥
We pushed writing to a new level—short, impactful, and emotionally driven. UX writing became a central pillar of the brand refresh—subtle, smart, and always on-brand.
Club Med was our most complete and challenging experience 💛
Winning the tender was a milestone for Sigmoon Studio. And delivering one of our most comprehensive projects was a proud achievement. From the entire website redesign to the Exclusive Collection branding, this project redefined what Sigmoon can accomplish when creativity, strategy, and ambition align.
We’re proud to have collaborated with our friends at Bleu Paris, Studio Cent-Huit and Tiphaine Massard to shape the future of Club Med. Together, we brought a shared vision to life, creating a digital experience that stands out in the competitive travel market.
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Posted May 12, 2025
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