Brand strategy & identity & Experience design

Fathom

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The Challenge

Navigate new waters.

Explore the world, find a new perspective. This was once the allure of ocean travel, but luxury now overshadows values of openness and discovery. Enter Fathom, a new member of the Carnival Cruise Line for a new generation of purpose-driven travelers.

As a pioneer of social impact travel, Fathom invites people to make a difference in communities in the Dominican Republic and Cuba. They needed to embrace an entirely different cruise mindset in both the brand and the oceangoing experience.

The Solution

Look deeper.

We filled the ship with reminders to keep eyes and minds open, discoveries that become teaching moments. Strategically placed boxes hold surprises, table tents spark conversation and in-cabin materials extend the brand to the functional level by welcoming and guiding travelers. An online experience gives a view of where they’re going, and where they’ve been.

Across 100 touchpoints—room tags to menus—we developed a modern, multi-faceted system with a call-and-response dynamic that engages, assists and uplifts travelers before, during and after cruising. Inspired by nautical magazines, a bold look and inviting yet aspirational voice unite big and small moments.

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What Matters

Rewarding curiosity.

The brand and experience design is rooted in an understanding of the spirit of this new wave of cruise travelers, mostly millennials and young families. They don’t just visit a place. They dive in, enjoy the local food and start real conversations with those they encounter. So we worked with Fathom to immerse travelers in the power of meaningful, mindful travel. Inviting them to interact throughout the experience. Supporting discovery at every turn.

Image of 3 people working together to plant a tree. In the background there are two people overseeing the act of planting.
Image of 3 people working together to plant a tree. In the background there are two people overseeing the act of planting.
There are two images. The one on the left portrays a snapshot of the Fathom web experience on a tropical background. The image on the right is a person holding a phone that has the trip planner mobile view of the website.
There are two images. The one on the left portrays a snapshot of the Fathom web experience on a tropical background. The image on the right is a person holding a phone that has the trip planner mobile view of the website.
Image showcases a journal that is opened to a page that say's "Let's start with a question". There is another journal shown on the right that is of the cover only with the Fathom logo and Notes displayed in red.
Image showcases a journal that is opened to a page that say's "Let's start with a question". There is another journal shown on the right that is of the cover only with the Fathom logo and Notes displayed in red.
Image is a collage of different views of the a brochure.
Image is a collage of different views of the a brochure.
Image shows an overhead shot of the Fathom cruise ship in the ocean near a coastal town.
Image shows an overhead shot of the Fathom cruise ship in the ocean near a coastal town.
Image is a collage of all of the Fathom collateral.
Image is a collage of all of the Fathom collateral.
There are two images. The one on the right is a wood box that is opened to show a card that says, "Hello there, gorgeous, you've found a curiosity box.". The image on the right shows a person holding up the card in a mirror.
There are two images. The one on the right is a wood box that is opened to show a card that says, "Hello there, gorgeous, you've found a curiosity box.". The image on the right shows a person holding up the card in a mirror.
Image of a table tent that says "When was the last time you did something for the first time?".
Image of a table tent that says "When was the last time you did something for the first time?".
Image shows a collage layout of the different Fathom restaurant menu pages.
Image shows a collage layout of the different Fathom restaurant menu pages.
Image is a collage of all of the Fathom collateral.
Image is a collage of all of the Fathom collateral.
Image shows a women sitting down and engaging with a three other people making something in a village.
Image shows a women sitting down and engaging with a three other people making something in a village.
There are two images. The one on the right shows multiple cards on a table. The image on the left is a huge wall graphic that says "remember this moment".
There are two images. The one on the right shows multiple cards on a table. The image on the left is a huge wall graphic that says "remember this moment".
Image shows a man walking on a beach with a tote bag that says, "Discover".
Image shows a man walking on a beach with a tote bag that says, "Discover".
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