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Windstar Cruises offers a casual luxury, small ship experience to people that often see themselves more as travelers than cruisers. Wax helped re-brand the Line and present itself as the non-cruise line for those looking for
a more immersive experience. We adopted a tone that sounds more like a conversation between travelers,
as opposed to the typical, bland cruise speak that tries to appeal to the masses.
WINDSTAR BRAND PRINT
The Windstar re-brand positions the brand as the cruise line for travelers, whether they consider
themselves to be cruisers or not. With it's small ships, Windstar can take guests where other cruise lines can't.
To bring this to life, the Wax team developed content in locations off the beaten path including Morocco,
Vietnam, Europe and the Caribbean.
LEVERAGING THE BRAND VOICE IN RETAIL
INTRODUCING A NEW CLASS OF SHIP
In Spring 2019, Windstar took on the project of lengthening their three yacht style, Star Class ships.
This effort would increase capacity from 310 guests to 738 per ship. Additional revenue will be achieved by turning all staterooms into suites. The communication challenge will be to justify the higher price-point and assure current and future guests, as well as the travel trade community, that with the longer ships, still considerably smaller than
the mass cruise brands, Windstar remains committed to offering the best in small ship cruising.
LOGOS AND MARKS
STAR GRILL and Cuadro 44 are two new dining venues on the new Suite Class ships. WSE is the Alaska program that offers zodiak tours led by onboard naturalists. The Yacht Club is the newly upgraded loyalty program.
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WINDSTAR BRAND STYLE GUIDE
Through my company WAX EXP, I was responsible for the writing and frequent updating of the brand style guide, beginning with our original Windstar rebrand and continueing through the introduction of the Suite Class ships.
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WINDSTAR BRANDED CONTENT
Through my sister company Michael Nalley Photography, my team of producers, assistants, wardrobe and
hair & make up stylists, and myself as photographer, allowed Wax to offer a branded image library that presented Windstar in it's unique, not the same ole cruise, style. We captured all aspects of the brand experience from
great locations in Morocco, Vietnam, Europe and throughout the Caribbean.