Build Brand Consideration
Spark interest and brand consideration in Gen Z audiences.
Media Objectives
New Pre-Cruise Engagement
New pre-cruise engagement and excitement before the ship leaves.
Foster on Board Experiences
Encourage Gen Z guests to interact more with amenities and services.
Guage Guest Preferences
Identify places where we can give more revenue greater weight.
Demographic Research
Explores how Gen Z fits into the cruise audience, showing overlap with groups like families and couples, while highlighting their motivations for cruising, common pain points, and a strong interest in customizable, interactive features.
We found that there is little to no engagement with the Princess Cruises brand before, during, and after the trip, resulting in missed opportunities to build excitement and sustain connection. Additionally, current onboard experiences and digital offerings fail to engage Gen Z and do not provide meaningful ways for guests to interact or share their experiences.
Function
Our Solution
Princess Pal creates a continuous connection with guests before, during, and after their cruise, building excitement, enhancing onboard interaction, and extending engagement beyond the voyage, especially for younger audiences.
The Creative Direction
Our creative direction was rooted in Gen Z’s interest in playful, character-driven, and interactive digital experiences, and translated those preferences through the Princess Cruises brand. Using the Princess mascot as the key inspiration, along with other recognizable brand icons, we developed Princess Pal, a pocket-sized companion that feels approachable, expressive, and seamlessly connected to the onboard experience before, during, and after the cruise.
Mood Boards
Asset Creation
For the creative assets, I developed a full suite of visuals to support both the app experience and promotional materials. After designing the initial Princess Pal character, I created multiple iterations to allow for user customization and personal expression. I also designed immersive backgrounds representing different onboard environments, along with branded frames for digital photos, loading screens, and login interfaces, ensuring a cohesive and engaging visual system throughout the entire experience.
Logo Creation
Logo
Creating a Logo That Connects App and Brand
The Princess Pal logo centers the mascot while using brand colors and typography to connect seamlessly with the Princess Cruises identity across both mobile and promotional platforms.
