All Work
01 / 08
All Work
01 / 08
Victory Cruise Lines came to me as a blank page. No brand. No guidelines. No assets. Just a relaunched cruise line with big ambitions in the Great Lakes and Canadian market — and a tight deadline to build everything from scratch.
Over two years as Creative Director, I spearheaded the comprehensive relaunch: brand identity transformation, strategic market positioning, and the complete creative infrastructure to support marketing, sales, and guest communications from day one.
A newly relaunched cruise line entering a competitive market with zero creative foundation. Brand identity, tone of voice, visual system, digital experience, email infrastructure, and sales tools all had to be built simultaneously — while the business was already operating under launch pressure.
I designed a new logo reflecting the brand's mission and values, paired with detailed brand guidelines for consistent application across all platforms. I directed the full website redesign, improving user experience and aligning every touchpoint with the new brand identity. Alongside the brand build, I developed and executed targeted email campaigns that delivered a 20% increase in customer engagement and bookings — proof the system was working from the start.
20%
Increase in customer engagement and bookings from email campaigns
0 → 1
Complete brand system built from zero for a startup cruise line
Full
Scalable creative ecosystem supporting launch, advisor engagement, and guest communications