For a cruise line, ships are the product—and every new launch is a chance to make (new) waves. At Norwegian Cruise Line, each vessel isn’t just a ship, she’s a personality, complete with a distinctive name and signature hull art. Our job? Craft positioning campaigns that bring those identities to life, weaving together theme, brand, and story. The result: bold, buzz-worthy launches that spark awareness, fuel excitement, and drive the business forward.
Work done: Conceptualizing, Art Directing, Photoshop composites, Branding, Storyboarding,
Positioning
As the third ship in a groundbreaking class, Norwegian Aqua needed her own spotlight. With vibrant hull art and first-of-her-kind activities, she was designed to stand apart from her sisters. The creative challenge: capture that spirit in a campaign as fresh and bold as the ship itself.
The answer was crystal clear—water. From the name to the experience, everything about Norwegian Aqua flowed back to the sea. Our team built a color story that transformed every image, editing the ocean itself into striking shades of aqua. We shifted the visual perspective too, using sweeping top-down renders instead of traditional eye-level views to emphasize scale, freedom, and the endless horizon.
The campaign tagline, Make New Waves, tied it all together—celebrating innovation, energy, and the thrill of discovering something new on the open ocean.
Branding
Every new ship deserves her own identity, and for Norwegian Aqua, that started with a custom logo lockup. The design pulled from subtle brand “Easter eggs”—waves inside the “Q” were lifted from NCL’s signature tilde, the curve at the base of the logo shield. To mark her place as the third ship in the Prima class, we wove in three tildes, a clever nod that tied heritage and innovation together in one mark.
Announcement Video
To help bring the news to the masses, a product announcement video was created to highlight the new features and drive bookings on the open for sale date. From this master version, cut downs were made to be used over various social platforms.