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Proctor + Stevenson
The Old Printworks,
178 Easton Road, Bristol
BS5 0ES, United Kingdom

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Saudi Arabian Airlines


Website redesign and restructure for a world-leading airline

SAUDIA is one of the largest and most technically advanced airlines in the world, flying its customers all around the globe. We began working with SAUDIA in the '90s, designing its in-flight magazine and entertainment channel idents, along with the airline’s catering brochure and video.

In more recent years, we’ve been working on the design and front-end development of the portal, the booking engine, the ancillary services and Alfursan, the loyalty scheme platform.


Go digital. We needed to improve the customer experience on SAUDIA’s website. With ambitious new targets in place to drive customers online, the site had to be exceptional and relieve the pressure on company contact centres in the process.

SAUDIA asked us to work alongside its development agencies and booking-engine provider to look at everything, from design and content, to usability.


A complete redesign of the Saudi Arabian Airlines site. This included managing the technical complexities of maintaining user experience in multiple languages, including perfect Arabic.

And we went one step further. To ensure the site was as inclusive as possible, we carried out accessibility development and testing to ensure those with sight difficulties found the site as easy to navigate as those without.

increase in year-on-year sales
uplift in site visits
conversion rate improvement

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Test title for heading 1

Test title for heading 2

Test title for heading 3

Test title for heading 4

Test title for heading 5
Test title for heading 6

Specialists in you
  • unordered list style
  1. test ordered list