Holland America Line

The relationship:
I have had a 14-year client relationship with Holland America Line, Seattle’s hometown cruiseline. I have immense respect for this brand, such a rich history has every right to be an icon of timeless sea travel. Out of all the work I’ve made with them, I can’t help but share a relatively brief and beautiful moment in which we had the opportunity to completely refresh their iconic brand.

The assignment:
Reimagine Holland America’s brand to invite a youthful and joyful curiosity through our immersive travel experiences and individual, intuitive service. Premium, enduring and relevant.

Brand concept:
Go further. Get closer. This is what sailing was meant to be—ships that look like ships. An unforgettable way to discover the world, with personal touches and experiences that connect us with what really matters.

I share this comprehensive work because I feel it is strong and still believe Holland America Line’s full brand potential. We were so close to making it real.

Logo concept, design, art direction and design direction in partnership with the team at Hornall Anderson.

Branded lifestyle photography by Tara Sgroi.