Client: Princess Cruises

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Role: Senior Design Lead, Art Director
 

Scope

I led the brand identity and visual system design for the Princess Cruises Casino rebrand, overseeing the work from concept through execution. The scope included defining creative direction, building a scalable multi-tier identity system and art directing applications across print, digital and onboard environments. The work balanced luxury and energy while ensuring consistency across all touchpoints and alignment with the broader Princess Cruises brand.

Overview

I led the rebrand of the Princess Cruises Casino, creating a cohesive, elevated identity across multiple player tiers. The work balanced excitement and sophistication, extending the casino experience beyond the gaming floor while staying true to the upscale Princess Cruises brand.

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Challenge

With no existing tier identities in place, the challenge was to define distinct casino experiences for players from casual to VIP. As a key revenue driver for Princess Cruises, the system needed to elevate the brand while remaining cohesive and premium across all touchpoints.

Approach

To achieve this balance, I built a multi-tiered design system that visually represented the hierarchy of player experiences while maintaining a strong, connected brand foundation.

• Developed a color and typography system that differentiated each tier while preserving overall cohesion.

• Incorporated design cues that blended luxury travel aesthetics with the energy of gaming, neon glows, dynamic gradients and bold graphic motifs inspired by movement and chance.

• Crafted a visual language and tone of voice that could flex between exclusivity for high-tier players and approachability for new guests.

Deliverables

The rebrand extended across every touchpoint of the casino experience, both on land and at sea.

• Brand Guidelines: Comprehensive documentation outlining visual and verbal identity systems.

• Logo Suite: Refreshed marks for each casino tier with consistent proportions and adaptable usage.

• Marketing Collateral: Design systems for direct mail, email campaigns and promotional materials.

• Digital Presence: Visual direction for web and digital communications.

• Onboard Experience: Cohesive signage and printed pieces to reinforce brand recognition throughout the guest journey.

Outcome

The result was a unified visual system that celebrated the excitement of gaming at sea with a clear sense of hierarchy, refinement and energy. The refreshed casino identity not only elevated the guest experience but also strengthened brand consistency across all channels all while delivering a seamless narrative from first impression to final sail.