Royal Suite Class

When Royal Caribbean introduced its entirely new Suite Class in the States, they created a sub-brand to really get across the premium aspects of this very high end product. Problem was, the UK team felt the approach wasn’t entirely suitable for our market—so they asked us to develop something that would be.

Of course we couldn’t throw the baby out with the bath water—the overall look and feel had to be identifiable as the same product being promoted in the US. But we needed to set a tone, both visually and in terms of copy, that would work with a UK audience.

Of course we couldn’t throw the baby out with the bath water—the overall look and feel had to be identifiable as the same product being promoted in the US. But we needed to set a tone, both visually and in terms of copy, that would work with a UK audience.

Taking the US guidelines and style as our starting point, we went back to the heart of the product to identify what made it different. We then created a strong core concept, and a visual style that integrated clever copy with evocative imagery and elegant details. From there, we built a full set of UK brand guidelines (including lead copy and headlines, a simplified colour palette and typographic principles) as well as a creative toolkit for partners to use.

In addition to that, we also developed a 24pp direct mail launch brochure, and a supporting trade-facing campaign.

The client was delighted. And with such a lovely project to work on, we were pretty happy too.