Norwegian Cruise Line Rebrand
Freestyle Cruising is all about cruising just the way you want it: with no schedule to follow but your own. Based upon the motto “NCL, where you’re free to whatever” and the Rebel Fish icon – cruising against the current, a repositioning of the NCL brand personality was launched.
A company-wide creative audit was conducted to discover what products could initially launch the brand evolution. Working across multiple departments, I led the creation and delivery of all new content, ensuring guest touchpoints reflect the core brand strategy.
ROLE: Creative Lead unless otherwise noted.
Shipboard
NCL’s 40th anniversary served as a perfect opportunity to celebrate with two custom-made wines.
Insert for leather-bound menus
ROLE: Art Director
This limited edition Rebel Fish beer bottle was produced in partnership with Budweiser.
POP signage
ROLE: Art Director & Copywriter
Casino
Backlit display signage featured the new brand in the casino.
Official NCL Cruise Maps
As a cruise souvenir, guests could obtain official maps with newly inked route lines of the voyage they traveled. But how do you brand hundreds of existing plain craft map tubes? Adhesive labels were created with Freestyle use suggestions for your new map container and sent to ships for easy application.
ROLE: Art Director & Copywriter – from concept to completion.
Outdoor
Travel Agent support
As new ships were being launch showcasing unique experiences and itineraries, Travel partners would receive sales kits and educational collateral on a regular basis. Support materials were updated to reflected the new brand.
