Client: Princess Cruises

​

Role: Senior Design Lead & Creative Experience Strategist
 

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.

Challenge

The Princess Cruises Casino is a vital global revenue driver, yet it lacked a defined visual infrastructure to distinguish its diverse player segments. My challenge was to lead a comprehensive rebrand that created for the first time a cohesive identity system across multiple player tiers. I needed to define a distinct guest journey that scaled from casual players to high stakes VIPs, all while bridging the gap between the high octane energy of a gaming floor and the sophisticated, upscale DNA of the broader Princess Cruises brand. Success required a 360 degree system that felt premium at every touchpoint, ensuring that as a player’s loyalty grew, their visual and tactile experience evolved with them.​

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, typography and logo 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, bokeh light effects and bold graphic motifs inspired by movement and chance.

• Worked with a copywriter to craft a visual language and tone of voice that could flex between exclusivity for high-tier players and approachability the more casual player.

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 and templates for onboard team use.

• 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 rebrand successfully unified the casino’s global presence, providing a scalable framework for future fleet-wide rollouts and significantly elevating the perceived value of the player program.

• Brand Equity: Created the first-ever comprehensive Casino Experience Brand Guidelines, ensuring 100% design consistency across land-based marketing and sea-based operations.

• Player Engagement: 10% growth in high-tier player engagement following the rollout of the new VIP identity, based on booking data.

• Revenue Growth: Contributed to a 5% increase in casino revenue per guest by clarifying the path to higher-tier rewards.

• Operational Efficiency: Reduced creative turnaround time for local ship teams through the implementation of a modular, template-based design system.

• The Result: A high-performance visual system that celebrates the excitement of gaming at sea while delivering a seamless, luxury-tier narrative from the first digital touchpoint to the final sail.