02 · Explora Journeys · MSC · 2022–2024 · Guest and trade publishing, print, app and screen

Daily production inside a strict brand manual

Guest and trade publishing for MSC's luxury cruise brand, produced to a detailed design manual.

Creative visual work
Media management

The situation

Explora Journeys is MSC's luxury cruise brand, four ships delivered between 2023 and 2027, with an identity built to a detailed manual: a fixed navy, gold, red and shell palette, a mandala mark, a four-typeface hierarchy. My work was the daily output produced inside that system. Guest publications, menus, the digital app, print and screen content, and commercial documents redesigned for delivery to the manual.

The problem

Complex information rendered without the hierarchy or the brand loosening anywhere. The technical sheet here runs twenty-five pages, across ship specifications, five suite deck plans with a colour-coded accommodation legend, dining, wellbeing and event venues.

The approach

One publishing system taking in material from more than thirty departmental stakeholders, each with their own deadlines and corrections, and delivering to the manual every time.

Printed system

Printed communication. The onboard system, from the daily programme to the in-suite door hangers.

Stationery. Suites and residences differentiated in shell and white, the pattern held back as a surprise.

In-suite cards. Notices, on-demand reminders, and the tailored card that rides with a spa gift.

Onboard communication plan. The deck that governs every guest-facing piece across the journey.

Role

Desktop Publisher and Content Manager. Layout, production and delivery of guest and trade publications to an established brand manual.