BRAND DEVELOPMENT | BRAND STRATEGY & POSITIONING | ART DIRECTION | DESIGN
The Broadway Cruise: A Brand That Sets Sail Beyond the Expected
When launching The Broadway Cruise, a fully immersive Broadway adventure at sea, the challenge wasn’t just designing the branding —it was crafting a brand strategy and positioning that would set it apart in a niche but competitive market. The goal was to capture the excitement and theatricality of Broadway while avoiding overused visual tropes like marquee lights and comedy-tragedy masks.
Strategic Approach:
Differentiation in a Crowded Market: Many Broadway-themed experiences rely on predictable iconography. To break through, we positioned The Broadway Cruise as an upscale, design-forward offering that felt both nostalgic and fresh.
A Golden Age Aesthetic with a Modern Twist: Inspired by the mid-century modern design of Broadway’s golden era, we developed a sophisticated visual language incorporating illustration styles, typography, and color palettes evocative of the era’s elegance and charm.
Brand Consistency Across Touchpoints: The identity extended across digital platforms, promotional materials, and on-board experiences, ensuring a seamless, immersive brand journey from ticket purchase to embarkation.
By anchoring the brand in Broadway’s storied past while steering clear of cliché, we created a visually distinctive and strategically positioned identity that not only stood out from competitors but also resonated deeply with theater lovers seeking an experience as unforgettable as the performances themselves. (click each image to expand)