Brand guidelines / Brand voice / Strapline / Naming / Website / Scriptwriting / Brochure / Email marketing / Press releases
Cruise Routes
Cruise Routes isn’t your typical cruise agency. They specialise in smaller-ship cruises made for exploration, helping people explore more of the world, more meaningfully.
For nearly a decade, the team established themselves as the leading Polar Expedition Cruise Specialist, known as Polar Routes. The problem was, many of their customers saw Polar trips as once-in-a-lifetime. So they decided to take everything their clients knew and loved about what they offered at Polar Routes – expert knowledge, honest guidance and a personalised service – and open the world wider. And Cruise Routes was born.
Developing the
Cruise Routes brand
I worked closely with the Director, Marketing Manager and a brand consultant over six months to help create the new brand. The project was split into two phases: brand development and brand launch. The brand development phase involved creating a new brand personality and voice, key brand statements, About Us copy and a naming exercise for its loyalty program. This all came together in a set of practical and engaging brand guidelines.
Naming the loyalty program
Cruise Routes needed a name for its unique loyalty program, which centred around communituy and rewarding customers more meaningfully. Working closely with a brand consultant, we developed a long list which we whittled down to about 10 names. CR:EW was the clear winner.
Launching the
Cruise Routes brand
While many brand voice projects get handed over like kids to a summer camp, packed ready with guidelines, I was ecstatic to have the opportunity to bring the brand personality and voice to life. The brand launch phase encompassed a new brand website, brand film, brochure, pre and post-launch email flows, welcome email flow, press releases and more – all culminating in a brilliant launch event at Sea Containers in London in April 2026. This was, without doubt, one of the proudest moments of my career.
Julian worked with us at Cruise Routes to build an already existing brand, into one with a new concept and direction, and did so with creativity, authenticity and expertise. It has been a pleasure working with Julian and I know that we will continue to work together in the not-so-distant future.
— Laura Radford, Marketing Manager at Cruise Routes