CLIENT
American Queen Voyages
AGENCY
MRM//McCann
ROLE
Senior Art Director
DELIVERABLES
Launch Video
Brand Identity
Social Content
Merch
Drink Program
AWARDS
Cannes
Shortlist - Design
Clios
Bronze - Design
The Webby Awards
Honoree - Advertising, Media & PR
Honoree - Best Use of Data Driven Media 2023
Nominee - Advertising, Media & PR
Nominee - Best Growth Strategy 2023
Shorty Awards
Finalist - Brand Identity
New York Festivals Advertising Awards
Finalist – Art Direction / Print Craft.
Gerety Awards 2023
Shortlist – Craft Cut: Art Direction.
ANA B2 Awards
Gold - Corporate Identity Program 2023
American Queen Voyages: A Legacy Reimagined
At Seatrade 2021, American Queen Steamboat Company and Victory Cruise Lines announced their merger. The new name, American Queen Voyages, needed more than a logo. It needed a positioning and identity that honored a storied past while charting a bold course forward. The brand would have to unite river, lake, ocean, and expedition travel under one brand, while inspiring a sense of modern adventure for a new generation of travelers.
We began with the most iconic symbol of their heritage, the paddlewheel. We deconstructed it and rebuilt it into a living, data-driven emblem. A custom engine fed in real-time nautical data such as current, depth, course, and time in port, constantly reshaping the design. The result was a brand identity in motion, evolving with every journey and turning the act of travel into a visual language.
LAUNCH VIDEO
We kicked things off with A cinematic brand film introduced American Queen Voyages to the world, blending heritage imagery with the dynamic, data-driven identity.
Atlas
POSTERS
SOCIAL
BRANDED MATERIALS
IMPACT
Set a new single-day booking record on February 25, 2022, exceeding the previous high by 10 percent.
Increased travel advisor inquiries by more than 20 percent.
Generated the highest number of brochure requests in the company’s history after releasing the 2022–24 Voyage Atlas.
10TH ANNiversary
Creative Directors: Nadia Kamran & Tom Keener
Design Director: Ronnie Ting
Senior Copywriter: Scott Tomasch