Developing the Story
Working closely with our CRM team and copywriter, I helped shape the series around key stages of the ship’s journey, establishing the number and timing of emails. I proposed that the ‘Captain’s Log’ be written from the perspective of the Captain, giving the communications a more personal and credible voice, and briefed the copywriter on a softer, narrative-led tone that would build anticipation as the ship approached London.
Creating the Look & Feel
I developed a distinctive visual identity for the series, designed to stand apart from our regular promotional emails while remaining connected to the wider brand. Inspired by traditional captain’s logs and maritime journals, I created a more editorial look and feel with a contemporary approach that reflected the significance of the occasion.
Following the Journey
The final campaign consisted of three emails, timed around key stages of the pre-cruise journey. I designed each email in Illustrator and created animated map headers plotting the ship’s progress, using motion to reinforce the sense of following the journey as it unfolded. Each email directed customers back to the live tracker, allowing them to continue following the journey in real time.
Following the ship’s arrival, the content and visual style were repurposed into a website blog, extending the life of the campaign beyond the original journey.
