Brand strategy & identity & Experience design
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.
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.
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.