CRYSTAL CRUISES
MaNifesto writing
Crystal Cruises is the World’s Most Awarded Cruise Line. However, they were facing a major problem – their current positioning “All Exclusive” was falling flat and isolating potential luxury travelers. They needed a fresh, brand voice that felt welcoming and elegant, while defining how different they are. I wrote one of three new manifestos, aiming to reinspire and bridge the brand - all while incorporating Crystal’s signature brand pillars: service, space, choices, destinations, and quality:
Inspiration Reimagined
What does it mean to be truly inspired?
Is it as simple as surrounding yourself in a world beyond the everyday…
Getting lost in infinite possibilities of adventure?
Or is it something so much more?
Like wandering where your sense of wonder takes you, past what you think you know and where you’ve already been.
Embarking on an indescribable journey of discovery that creates unforgettable experiences of sights, sounds, and taste.
Rewarding you with a fresh perspective of how beautiful life can be.
Outside the constraints of your imagination, where every learned notion of luxury is exceeded,
and replaced with the vibrancy of genuine virtue and service. Where a solitary moment can become a lifetime of unforgettable
memories.
Inspiration is more than just a feeling, it’s an ability.
Understanding that with each personal interaction, you’re reignited.
With each new dawn, you’re refreshed.
And with each breathtaking view, you’re reborn.
Crystal reimagines what inspires, what sparks, and what excites us all.
Crystal Cruises
Inspiration Reimagined
Crystal endeavor microsite
I was part of the creative team to introduce Crystal Endeavor, the world’s largest and most spacious luxury expedition yacht. With a fully immersive and responsive microsite, I was able to bring the yacht to life by seamlessly weaving together pictures and words that accentuated that yacht’s unique features, bold experiences, and exotic itineraries that would inspire potential travelers to pre-book 2 years before it even set sail.
Explore the entire site for yourself: crystalexpeditioncruises.com