Icon of the Seas
Royal Carribean
Location: 1080 Caribbean Way, Miami FL 33132, United States
Maiden Voyage: January 27, 2024
Maiden Voyage: January 27, 2024
The Team: Design Manager, Design Director, 1-2 Design Leads, 2-5 x Designers, 2 x Technical Designers
Services Provided: Brand & Experience Strategy, Ship-wide Wayfinding & Signage, Brand Identity Venue ID’s, Environmental Graphics
My Role: Designer & Design Lead - Designed unique identities and environmental graphics for all public and crew venues and developed the wayfinding and signage system
Services Provided: Brand & Experience Strategy, Ship-wide Wayfinding & Signage, Brand Identity Venue ID’s, Environmental Graphics
My Role: Designer & Design Lead - Designed unique identities and environmental graphics for all public and crew venues and developed the wayfinding and signage system
Icon of the Seas - the largest cruise ship in the world and ultimate family vacation.
The client ask was to create a holistic and curated guest experience throughout the whole journey from land to sea, creating lasting memories for travelers worldwide. Our scope of work for Icon of the Seas took 4 years of weekly client design reviews and working with multiple different signage and graphics vendors based in Turku, Finland. 5000+ individual signs and graphics were programmed for Icon of the Seas.
The client ask was to create a holistic and curated guest experience throughout the whole journey from land to sea, creating lasting memories for travelers worldwide. Our scope of work for Icon of the Seas took 4 years of weekly client design reviews and working with multiple different signage and graphics vendors based in Turku, Finland. 5000+ individual signs and graphics were programmed for Icon of the Seas.
Tone of Experience
Collaborative workshops with the client team helped develop a ‘tone of experience’ which set the stage early on for all our design work. Key themes and goals for the passenger experience were identified with ‘Amazing Discoveries’ becoming the key theme that every touch point in the user journey needed to evoke. We explored how ‘Amazing Discoveries’ could translate into the signage and graphics program.
Collaborative workshops with the client team helped develop a ‘tone of experience’ which set the stage early on for all our design work. Key themes and goals for the passenger experience were identified with ‘Amazing Discoveries’ becoming the key theme that every touch point in the user journey needed to evoke. We explored how ‘Amazing Discoveries’ could translate into the signage and graphics program.
There are 70+ individual venues on Icon of the Seas
Wayfinding
Helping 8000+ people navigate 20 decks to 70+ unique venues, amenities and 8 different neighbourhoods through signage, wayfinding and graphics. User wayfinding testing was performed on site prior to final fabrication.
Helping 8000+ people navigate 20 decks to 70+ unique venues, amenities and 8 different neighbourhoods through signage, wayfinding and graphics. User wayfinding testing was performed on site prior to final fabrication.
Consistency is key
The brand voice needed to be consistent and uniform across the shipwide wayfinding and signage to provide clarity and seamless direction and experience for the 8000+ passengers navigating multiple ‘neighborhoods’. A playful tone of voice was considered in all design elements such as iconography, colour and messaging.
The brand voice needed to be consistent and uniform across the shipwide wayfinding and signage to provide clarity and seamless direction and experience for the 8000+ passengers navigating multiple ‘neighborhoods’. A playful tone of voice was considered in all design elements such as iconography, colour and messaging.