Transforming Princess Cruises for the modern traveler
Princess Cruises
Transforming Princess Cruises for the modern traveler
The situation
Princess Cruises is the original Love Boat – and that love is found in all the details, from how Princess presents itself on their website to how the crew interacts with guests onboard. To align their digital presence with the excellence of the experience they offer, Princess Cruises partnered with Tank Design to evolve their brand and reimagine their digital experience. Tank helped Princess Cruises elevate their customer journey, from initial inspiration to selecting that “book now” button.
Brand collateralContent strategyDesign systemsExperience designPrototypingUI design & developmentUser experience research
Tank helped Princess create experiences that turned “like” into “love”.
Brand and experience strategy
Princess is one of the longest running cruise companies with one the most beautiful fleets at sea but the brand had lost its’ luster.
It needed to be updated to attract a new, younger and more digital savvy demographic and to support the launch of two beautiful new ships. In developing Experience Principles and comprehensive user journeys, we identified Princess’ opportunity to stand out from the competition. We drew inspiration from Princess’s nautical heritage, and elevated those themes with a contemporary twist. We developed a beautiful new brand that is bold, elegant and dramatic enough to sail away from the competition.
Brand evolution
A complete visual rebrand and new look for Princess.com
The new brand came to life through a comprehensive redesign of Princess.com, translating the refreshed identity into a modern, immersive digital experience. The site was reimagined to showcase the brand’s elegance and sense of discovery while making exploration and booking more intuitive. Every element—from typography and color to navigation and content—was crafted to bring the brand to life online.
Design System
A comprehensive Design System for smooth sailing
Alongside the redesign, we built a comprehensive digital design system. From foundational styles to flexible components, the system provides the building blocks needed to create consistent, scalable experiences across Princess’s digital ecosystem. It was designed to support both rich narrative content and critical conversion moments, ensuring the brand story and the booking experience work in harmony
Modular email design system
Email design system and ad templates
To support ongoing marketing efforts, we developed a modular email design system and a library of digital advertising templates. These tools allow teams to quickly produce on-brand communications that balance storytelling, promotional messaging, and conversion.
Graphic illustration system
Illustration system
Tank developed a distinctive illustration system to set the brand apart from other cruise companies. Inspired by the optimism and elegance of mid-century travel posters, the stylized illustrations bring a sense of warmth, discovery, and timeless adventure to the experience.
