Royal Caribbean Crown & Anchor
Points don’t build loyalty. Experiences do.
REBRAND AND CAMPAIGN
Nearly 70% of Royal Caribbean cruisers are repeat customers, and 40% are active loyalty members who spend 25% more per trip. Yet the Crown & Anchor Society’s outdated visual identity made the company’s most valuable customers feel overlooked. Script typography and disconnected branding clashed with the innovation of Royal Caribbean’s modern fleet.
We rebuilt the program’s identity from the ground up, creating a clean, contemporary system that matched the elevated onboard and onshore experiences. Then we launched a campaign reminding members why they keep coming back: the moments they share with the people they love. The rebrand included a full identity system, brand guidelines, email templates, digital assets, onboard signage, and launch campaign materials.
The work repositioned Crown & Anchor Society as a premium, experience-driven platform—reflecting both the loyalty of its members and the innovation of the brand itself.
Scope.
• Brand Identity
• Brand Guidelines
• Advertising
• Print and Digital Marketing Templates
• Onboard Signage
About.
Role: Creative Director
Contribution: Creative strategy, art direction, copywriting, and design
Agency: Ogilvy