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About

About

P&O Cruises should feel less retail and more special.
Published:
Client: P&O Cruises Australia
Agency: BMF Advertising
Art Director: Flavio Fonseca, Mark Carbone
Copywriter: Piero Ruzzene, Paul Bruce
Executive Creative Director: Shane Bradnick
 
The task was to rebrand P&O Cruises to make it feel less retail and more special. P&O is more about the value of the experience rather than the sales and offers.
 
To achieve this we moved away from the previous retail style of branding and starbursts. We refreshed all aspects of the brand including clean geometric angles, genuine captivating imagery and simple clear typography. With the new guidelines we collaborated directly with P&O's internal studio and other external partners to achieve a common look and feel.