Cruise Routes isn't your typical cruise agency. They specialise in smaller-ship cruises made for exploration, helping people see more of the world, more meaningfully.

The challenge

Many Polar Routes customers saw their trip as a once-in-a-lifetime experience.
To change that, the team decided to take everything their clients knew and loved (expert knowledge, honest guidance and a personalised service) and open the world wider. Cruise Routes was born, and it needed a brand to do justice to its awesome concept.

The solution

I worked closely with the Director, Marketing Manager and a brand consultant over six months to create the new brand. The project was split into two phases: brand development and brand launch.

Brand development

This phase covered a new brand personality and voice, key brand statements, About Us copy and a naming exercise for the loyalty program. Built around community and rewarding customers more meaningfully, the program needed a name as distinctive as the concept. Working with the brand consultant, we narrowed a long list of 10 names down to a clear winner, chosen together with the whole team. Everything came together in a set of practical, engaging brand guidelines.

Brand launch

I brought the brand personality and voice to life across the website, brand film, brochure, pre- and post-launch email flows, welcome email flow, press releases and more. The work culminated in a launch event at Sea Containers in London in April 2026, without doubt one of my career highlights.