ANDTHEN TRAVELS · CATEGORY · TYPE
Infinium, AndThen's membership travel brand — designed in two weeks.
Infinium is AndThen's membership travel brand for travellers who want a concierge, not a search bar. We designed the site in a two-week sprint — no research phase, straight from brief to screens.
- Engagement
- Design Sprint
- Duration
- 2 weeks
- Scope
- Website design
- Year
- 2025
AndThen already runs boutique, tailor-made travel across India, Nepal, Bhutan, and Sri Lanka. Infinium is a new sub-brand under the same company — a membership concierge product, not a booking site, aimed at a more premium, exclusive feel than AndThen's main brand could carry.
Free and paid membership tiers, a curated network of hotel partners — Ritz-Carlton, Four Seasons, Rosewood among them — and a relationship manager instead of a search bar. The product had to look like it belonged next to those partner names, not like a travel agency's website with a members' area bolted on.
The engagement was scoped as design only — a two-week sprint, no research phase. The brief came from AndThen directly rather than from user interviews, and the work moved straight from that brief to screens.
There wasn't much to discover on the story itself — AndThen had already decided how Infinium should sound before the sprint started. What shaped the design was a look at how premium travel and concierge brands actually present themselves, so Infinium could sit credibly next to the hotel partners it names.
Based on competitive/visual research, not user interviews. The client had already fixed the story and message direction going in; no specific reference sites were logged separately from the work itself.
Editorial photography over stock
Premium travel brands lean on full-bleed, magazine-quality imagery rather than the grid-of-thumbnails pattern most booking sites default to. Scale and quality of the image did more to signal exclusivity than any copy could.
Restraint reads as expensive
A muted, deliberate palette — deep navy, a single gold accent — separated Infinium from the brighter, busier colour language of conventional travel sites. Restraint became the visual shorthand for premium.
Trust by association, not by review count
Press logos and named hotel partners did the credibility work here, not star ratings or review counts. Being seen next to Four Seasons and the WSJ mattered more than any trust badge a booking platform would normally reach for.
Infinium shipped as AndThen designed it — and launched as a new brand.
The screens went from brief to delivery in two weeks, with no build phase on our side and no research loop to validate against. What we handed off is what launched.
There's no post-launch feedback to report yet — that's a fair gap to name rather than paper over, not a weaker case study for admitting it.
The engagement ended with the sprint. Two weeks, screens delivered, no retainer or follow-on work in place. Anything further with AndThen or Infinium would start as a new engagement, scoped fresh.
Sometimes the job is just: get it right the first time.