Rebranding a global, multi-billion-dollar company isn’t an everyday opportunity—it’s the kind of challenge that tests creativity, strategy, and vision all at once. Over 18 months, I helped shape the positioning and creative strategy that would define Norwegian Cruise Line’s new brand identity, crafting a narrative that was bold, modern, and unmistakably NCL.
The project spanned everything from brand messaging and visual identity to campaigns that brought the story to life on a global scale. A high-profile celebrity partnership added a layer of excitement, helping amplify the launch while staying true to the brand’s adventurous spirit. Every decision—from tone of voice to campaign imagery—was designed to resonate with audiences worldwide, reinforcing NCL’s promise of freedom, more, and unforgettable experiences at sea.
Work done: Conceptualizing, Art Directing, Branding, Storyboarding, Brand guidelines, Post produciton art direction
The new positioning
With the direction from leadership and market research, we were using the positioning of being “something for everyone.” As a result, the team found that there was MORE to offer everyone on a vacation with Norwegian, thus leading us to “Experience More at Sea.” With “MORE” being more transactional, it was our job to lean into “EXPERIENCE.” The imagery used took on a new life by showcasing those moments in between and highlighting the memories that could be created. Additionally, the use of the NCL shield came into play. The shield was used to highlight what we coined as “NCL moment.” Plus, it doubles nicely as a brand icon.
Brand Guidelines
A rebrand is not complete without brand guidelines. For this portion, we dove deep. As the in-house design team, we knew exactly what we would need and what the rest of the organization was looking for to ensure we’re all singing the same song. From brand framework, photography style guide, color palette, and layout options, we thought through it all.
Video
One of the most exciting parts of this project was working on the shoot-to-concept video. A collaborative effort among the entire in-house agency that took months of brainstorming, planning, and approvals, it was a first for NCL. In this video we highlighted the new all-inclusive offering of More At Sea and took a jab at standard vacations, challenging consumers to think about vacation differently. What made it even more special? It was with our new brand ambassador and Godparent to Norwegian Aqua, Eric Stonestreet!