Premiair Group
Premiair Group has spent 36 years building Indonesia's leading private aviation business, across four distinct lines. Private jet charter and aircraft management. MRO. FBO ground handling. Airworthiness consulting. The company had grown into a real holding group. Its website hadn't grown with it, and for an audience that decides on trust before anything else, that gap mattered.
Challenge
The previous website didn't reflect what Premiair had become. Four business lines, four different clients, four different decision-makers, compressed into a platform that communicated none of them clearly. A corporate client checking if Premiair's MRO capability could actually handle their fleet. An executive assistant booking a private jet charter for a same-day trip, needing confidence in seconds, not a phone call to verify. Both landed on a site that read generic. For a company selling premium aviation services to high-net-worth individuals and corporate clients, a website that felt ordinary wasn't just a brand problem. It was a direct barrier to inquiry.
My Roles
I owned this project end to end as the sole Product Designer, from brand and business analysis through to UI handoff. I worked alongside the development team and managed the design relationship with Premiair Group's stakeholders as the primary client contact.
Process
I started with a brand and business analysis across all four subsidiaries, mapping how each line operates, who its clients are, and what those clients need to see before they pick up the phone. The central challenge was building one visual system that gave each subsidiary its own space without fragmenting the holding company's identity. The bilingual structure, Indonesian and English, was a core architectural decision from the start, reflecting Premiair's mix of domestic and international clients. From there, full UI design, development, QA, launch.
Key Decision
One Holding Identity, Four Distinct Subsidiary Pages
A shallow overview that gestured at each business line wasn't enough. A corporate client evaluating Premiair for MRO needs completely different information than an executive booking a jet charter. So I gave each subsidiary a dedicated section, its own services, its own expertise, its own client value proposition. Each audience gets depth without wading through content that isn't for them, while the visual system keeps the group reading as one coherent brand.
Bilingual Architecture Built Into The Foundation
Premiair serves both Indonesian and international clients. A bilingual platform wasn't an afterthought bolted on later, it was a structural decision from day one, shaping the IA, navigation, and content hierarchy. The /en and /id paths serve genuinely different audiences, so the content in each needed to reflect different client expectations, not just translated copy.
Blog and Editorial Content As An Organic Acquisition Channel
A product catalog gives a visitor exactly one reason to visit. Building a content section into the platform was a deliberate bet on a second reason, discovery. A long-form guide on private jet rental in Indonesia became one of the most visited pages on the platform, consistently pulling in organic visitors who had never heard of Premiair before. That's a segment the old site had no way to reach.
Validation
The design went through an internal review with the MAI team before being presented to Premiair Group's stakeholders. Feedback from both rounds shaped the final platform before launch.
Solution
The rebuilt flypremiair.com presents Premiair Group as a unified holding with four dedicated subsidiary sections, each with its own service depth and contact pathway. A bilingual structure serves both Indonesian and international clients through separately architected /id and /en experiences. A blog and editorial section gives the platform an organic discovery layer beyond paid and direct channels.
Result
- 25,000+ total users reached across both GA measurement periods
- Organic search is the leading acquisition channel in both periods, 41% in the first period and growing to 48% in the second without paid-channel dependency
- The private jet guide article ranks consistently in the top 3 most visited pages, pulling in 3,500+ views across both periods purely through organic search
- Contact page sits in the top 5 most visited sections in both periods, validating the platform's role as a lead generation tool, not a brochure
- WJA subsidiary page generates consistent traffic independently, confirming that giving each business line its own presence drove real engagement, not just visual coherence
- 154 pages indexed in the current period across both language paths, subsidiaries, and content sections
It Is Real Violence