A 25 year old brand in a desperate need of a facelift. After being bought, the new holding company made a massive investment in the brand. In addition to their two ships they added 5 river ships, 2 yachts, 2 jets, and 3 private jets.
We were tasked to manage the re-brand and new ad campaign so we gave them a new platform with the single idea that Crystal was about to redefine what luxury meant.
Along with their new strategy of ALL EXCLUSIVE, we developed all the new assets needed. From redesigning their logo and brand guidelines to delivering a massive new photo library (18 hero images shot by Erik Almas - thousands of secondary location photos).