– Challenge –
A new visual identity requires more than a new look — it requires a system. Across two consecutive rebrands at Regent Seven Seas Cruises®, the challenge was translating an evolved brand positioning into a cohesive, scalable creative framework that could perform consistently across high-volume digital channels, global markets, and cross-functional teams.
– Approach –
I led the end-to-end digital application of both rebrands — converting brand guidelines into living creative systems with defined rules for typography, imagery, hierarchy, and messaging across email, paid digital, and web. I partnered closely with Regent's digital marketing, email and e-commerce teams to drive alignment, introduced structured testing to validate new directions, and built the Digital Creative Process Guide to standardize workflow and reduce friction at scale.
– Outcome –
Both rebrands were successfully translated into unified digital ecosystems that elevated Regent's visual consistency while improving usability and production efficiency. The work contributed directly to stronger engagement, increased booking performance, and a scalable creative foundation — including a +38% MoM lift in send bookings and a -34% reduction in unsubscribe rate.
