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 have had a 14-year client relationship with Holland America Line, Seattle’s hometown cruiseline. 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 Holland America Line’s brand.

A cruiseline with this rich history has every right to be the icon of timeless sea travel, inviting joyful curiosity through immersive travel experiences and individual, intuitive service.

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

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

Branded lifestyle photography by Tara Sgroi.