Hornall Anderson brands purpose-driven cruises

POSTED BY Christina Arbini on Jul 5, 2016

We are excited to have our recent brand launch for Fathom Travel featured in both the NYC-based GDUSA magazine and the UK-based Design Week magazine

Personal connection is a strong catalysts for transformation. With this belief as their north star, Fathom — a member of the Carnival Cruise Line family — set sail with an innovative cruise experience that seeks to define an entirely new category of travel. Through on-ship programming and working alongside local communities in impact activities within the Dominican Republic, and through cultural exchange initiatives in Cuba, Fathom and their purpose-driven travelers become catalysts for societal and individual impact, as well as pioneers in social impact travel.

Fathom partnered with Hornall Anderson to help navigate this uncharted territory. With a logo and wordmark already in place, the design firm developed the look and feel of the brand across nearly 100 individual touch points on and off the ship — from discovery  moments to immersive opportunities. The modern, layered, and robust system inspires thoughtful reflection, encourages curiosity, and celebrates the transformative power of meaningful and mindful travel.

Digital touch points, currently in development, incorporate the pre and post cruise experience, helping set passenger expectations in advance (sharing the current status of the communities being helped), and after the journey (through a digital summary documenting their adventures).

“Throughout the launch of the Fathom brand and product, the Hornall Anderson team felt completely integrated into our experience design organization,” says Ryan Fiorentino, Director, Design at Fathom Travel.

WRITTEN BY Christina Arbini

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