Role: Senior Graphic Designer
Scope: Brand Identity · Art Direction · Visual System Design · Print & Digital

Overview

I was tasked with rebranding the Princess Cruises Casino product, a project that required balancing sophistication, excitement and consistency across multiple player tiers. Each level of the casino experience needed its own distinctive identity and tone, from elite VIPs to casual players, while still feeling cohesive under one master brand. The goal was to elevate the casino experience beyond the gaming floor and to create a unified identity that reflected the thrill of play with the refinement and upscale experience synonymous with Princess Cruises.

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, refinementnand 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.