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P&O Cruises
No longer reserved for the rich or retired, or a once-in- a-lifetime experience, cruise holidays are now more accessible than ever before.
With increasing competition offering greater choice, P&O Cruises — Britain’s oldest cruise line — needed to update their historic, yet neglected brand if they were to widen their aging customer base.
Our challenge was to bring clarity to the confused identity, and revitalise the brand to reflect the exceptional facilities and personal service provided on-board, whilst appealing to a new generation of cruisers.
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Building on heritage
The sunrise symbol has always been significant in P&O Cruises’ history. We took this heritage as our starting point.
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A new dawn
The custom drawn symbol and logotype were designed based on classic proportions, giving an elegant form but with a contemporary edge.
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Managing the fleet
Previously suffering from disparity between the corporate identity and that of the ships, individual name marks were created to manage the brand consistently across the fleet.
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Launching the new logo
We created a short film to announce the launch of the new logo both internally and externally.
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Developing the visual language
A flexible, adaptive identity system was developed to cover P&O Cruises’ wide and diverse spectrum of activities — from the highly formal Captain’s cocktail party, to childrens’ entertainment.
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A visual and verbal identity
We worked with copywriter Barnaby Benson to develop a new, more customer-focused tone of voice. This was implemented across the brand, from welcome information, key cards and do not disturb signs, to staff engagement.
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A picture paints…
The newly defined photographic style informs the design of all communications, from brochures to digital media.
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Extending the brand
From merchandising and gifts to celebrity collaborations, the heart and soul of the brand was clearly defined.
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The first port of call
The new brand was developed into the online presence, helping to create a seamless customer journey.
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Continued success
To ensure that the brand was able to grow and evolve effectively with the business, we created a comprehensive set of guidelines for the implementation and continued development of the visual and verbal identity.
