Cruise Nation: Redefining the Journey

When Cruise Nation’s existing "£12,000" logo turned out to be a stock download and dangerously close to Southwest Airlines’ branding, the company faced a serious identity problem — and a legal deadline. With only weeks to deliver a full rebrand, I created a fresh, distinctive identity that not only solved the issue but repositioned Cruise Nation in a crowded market.

The new brand was built to challenge perceptions of the cruise industry — moving away from stuffy, outdated associations and instead presenting cruising as fun, vibrant, and attainable. Alongside the new logo, I developed comprehensive brand guidelines to ensure consistency across every touchpoint, giving Cruise Nation the clarity and confidence to stand out and grow with a brand they could truly own.