INVOLVEMENT
- Branding
- Identity Development
- Print Design
- Marketing Collateral
- Art Direction
- Creative Lead
The Brief
Celestyal was expanding beyond cruise-only holidays with a brand new offering – Celestyal Travel. Unlike the core cruise product, Celestyal Travel was a fully packaged holiday: flights, hotels, transfers, and cruise all included in one. It was a fundamentally different proposition, and it needed its own brand to match.
The new brand had to feel fresh and contemporary while remaining clearly connected to the parent Celestyal identity – and it needed to launch from a standing start.
As Creative Lead, I owned the entire process from brief to delivery: brand identity, logo, guidelines, brochure, and supporting collateral – all within a three-month window.
The Problem
Creating a sub-brand is harder than creating a brand from scratch. Celestyal Travel needed its own distinctive personality, something that felt like a new, standalone experience without straying so far from the parent brand that it lost the trust and recognition Celestyal had built.
The additional challenge was time. Three months to research, concept, design, and deliver a full brand system – including a comprehensive brochure and marketing materials – is an ambitious target by any measure.
Insight
Celestyal Travel wasn’t just a new name, it was a different product. Where Celestyal sold cruises, Celestyal Travel sold complete holidays: flights, hotels, transfers, and cruise all bundled into one seamless package. That’s a bigger promise, a broader audience, and a different emotional sell.
A sub-brand lives or dies by the clarity of its relationship to the parent. Too close and it cannibalises – too far and it confuses. The insight was that Celestyal Travel needed to borrow Celestyal’s trust and quality credentials, while building its own identity around the ease and completeness of the all-inclusive package. Everything taken care of. Just show up and enjoy.
Design Intent
My approach was to establish a clear brand architecture first – defining how Celestyal Travel would visually relate to its parent before designing a single asset. This gave every subsequent decision a foundation to work from.
Led end-to-end creation of the main travel brochure – concept, structure, creative direction, and final delivery in collaboration with a copywriter and design team
Created a new logo with its own distinctive style, standalone and confident, but clearly part of the Celestyal family
Developed a refined typographic and colour system that differentiated Celestyal Travel while respecting the parent brand’s visual equity.
Produced comprehensive brand guidelines covering colour, typography, logo usage, tone of voice, and application – ensuring consistency for all future creative.
Throughout, I worked closely with external agencies and partners to maintain creative integrity across digital, print, and retail environments – without losing pace against the three-month deadline.
Outcome
Celestyal Travel launched with a complete, coherent brand identity – built from nothing in three months, ready to operate across trade and consumer markets from day one.
