"IT'S NOT WHAT YOU LOOK AT THAT

MATTERS, IT'S WHAT YOU SEE"

Henry David Thoreau - Philosopher (1817 - 1862)

Case Study

The Evolution of the Princess Cruises Brand

Overview
Client: Princess Cruises

Headfudge Design has recently completed a big rebrand of all the UK Princess Cruises brochure range. The decision was made to rebrand following a discussion with the US in which the outcome was to bring the UK brand more inline with the US brand, creating some consistency among the two. The rebrand took place at the beginning of 2010 and has been very well received and rolled out across all the other printed collateral.

In 2006, prior to starting up Headfudge Design as a freelance company, and whilst working at Southampton based design and marketing company, we were also heavily involved in the previous rebrand - which was a key landmark in the brands evolution due to the dramatically different look and feel and introducing a bold new design. The brand was evolved again slightly inhouse by Princess inbetween the 2006 rebrand and latest 2010 rebrand, but now the brochure suite has taken on another landmark change, with much more white space, a strong influence of the US brand and simplfied itinerary content, creating a much more user friendly read and contemporary layout.

DESIGNS FROM PRE-2006 REBRAND THROUGH TO 2010

2005/6 (original) Original brochures before the first main rebrand in 2006. This style had dated design elements incluing serif fonts for body copy, feathered images, full width paragraphs and text around cut outs. There was also large amounts of content on itinerary pages creating very cramped spreads, text heavy pages and generally harder on the eye. view inside brochure	2006/7 (1st rebrand) The first big rebrand took place in 2006/7 which completely transformed the brand with a bold, modern, bright, colourful and confident design. Every graphic element was re designed, from the typography, page layout, grid system, photographic style, colours, flashes and fare tables to maps. The new brochures helped increased sales dramatically. view inside brochure
2008 (evolved inhouse) The new brand style was evolved again inhouse by Princess Cruises in 2008, with small but effective design changes like new image layouts, white borders, changing heading fonts to match the US brochures and adjustments like uppercase headings, and right aligned front covers. The master colour palette was also updated. view inside brochure	2010/11 The latest rebrand saw another significant change in the look and feel of the brochures. Influenced heavily by the US (brief introducing consistency across both) but still retaining the successful UK design elements such as the colour coordinated pages, images and typographic style, this rebrand has stripped down content, fresh feel and lots of white space. view inside brochure

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WHAT WE CAN DO FOR YOU

• Logos
• Corporate Identity
• Brand Identity
• Stationery
• Brochures

• Leaflets & Flyers
• Adverts
• Posters
• Signage
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• Direct Mail
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• Website Design
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OTHER SERVICES (OUTSOURCED)

• Website Development
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• Wireframes
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