Ritz Carlton Yacht Collection

For The Ritz-Carlton Yacht Collection, I developed a strategic brand and creative direction deck to help define how the brand could speak to a new, more discerning audience — one that is often cruise-averse yet deeply aligned with the values of luxury travel. The work focused on uncovering a more nuanced persona, shifting the narrative away from traditional cruise tropes and toward a refined expression of slow, intentional travel.

Through positioning, visual direction, and storytelling frameworks, I explored how to capture a client who values privacy, design, and cultural immersion over convention. The result was a clear creative blueprint that reimagined the experience not as a cruise, but as a sophisticated, design-led journey at sea — opening the door to a new generation of travelers.