American Queen Voyages

CLIENT
American Queen Voyages

AGENCY
MRM//McCann

ROLE
Senior Art Director

DELIVERABLES
Launch Video, Brand Identity, Social Content

AWARDS
Cannes - Shortlist

At Seatrade 2021, American Queen Steamboat Company and Victory Cruise Lines announced their merger— and needed to unveil a new positioning and brand to match. American Queen Voyages was born. The mission: create a world of discovery for its guests, opening up cruises from rivers, lakes and oceans, plus expeditions in the wilds of Alaska. 

To highlight the historic brand, we built the new identity around the iconic paddlewheel. And to build a sense of modern adventure, we used real-time nautical data like current and depth to shape-shift the visual language.