INVOLVEMENT
- Campaign Lead
- Identity Development
- Print Design
- Marketing Collateral
- Art Direction
- Digital design
- Paid Ads creative
The Brief
My role spanned brand identity enhancement, campaign leadership, and full creative development across B2B and B2C channels – from initial concept through to multilingual rollout.
Celestyal Cruises needed a creative partner to help modernise their brand presence across international markets – moving away from heavy, promotion-led creative toward a more refined, destination-first visual identity.
The Problem
Celestyal’s creative had built up over time into something cluttered and promotion-heavy – gradients, graphic devices, and price-led messaging were dominating every touchpoint. The brand wasn’t communicating the quality of the experience it actually delivered.
Across international markets, inconsistent creative was further diluting brand confidence. There was no clear visual language – just a series of one-off campaign executions with no cohesive thread.
Insight
People don’t book cruises for the ship. They book them for the feeling and the idea of themselves being somewhere new, glass in hand, actually living it.
The insight was simple: the creative wasn’t reflecting that. It leaned on vessels, deck shots and deal-led messaging, when what people really needed to see was themselves in the experience. Real destinations, real moments, real people – not polished stock imagery that feels a world away from anything you’d actually do.
We shifted the focus to authentic, diverse photography that put the audience at the heart of the story. Imagery that felt honest, warm and aspirational in equal measure – the kind that makes someone stop scrolling and think, I could do that.
Design Intent
My approach centred on stripping back everything that was competing with the imagery. Simplifying layouts, refining typography, and reducing the graphic devices that were overpowering the photography.
Transitioned from heavy, gradient-led visuals to a more restrained, luxury-inspired colour palette
Repositioned destination photography as the hero across every channel and format.
Built consistent multilingual toolkits to ensure brand integrity across six international markets.
Introduced a refined typographic system to improve hierarchy, clarity, and sophistication.
Each campaign was designed to work across paid digital, organic social, email, print, homepage takeovers, and B2B trade materials with format-specific adaptations that preserved the visual intent at every size.
Outcome
The refined creative direction delivered measurable performance improvements and a more confident, consistent brand presence across all markets.
