Objective – to design and implement a new livery to differentiate Marella Discovery from competitors and ensure a strong visual link to TUI.
My role – to oversee creative work, conduct customer research, ensure operational and budgetary feasibility, and obtain brand sign off.
Solution – taking inspiration from TUI’s “wave design” aircraft livery, reversing the colours based on customer research and working within technical and budgetary constraints. This and the TUI “smile” logo were very important as the fleet was rebranded from Thomson Cruises to Marella Cruises in October 2017 (due to complex legal constraints using the TUI brand on UK owned cruise ships).
Outcome – a visually impactful ship with strong branding – creating a new “wow factor” for customers who named this design “the killer whale”! The ongoing benefit is that the fleet are instantly recognisable and any customer photos shared on social media are also marketing collaterol.