GRAPHIC DESIGN  /  UI/UX

PRINCESS CRUISE LINES — CLUB PRINCESS LOYALTY SITE

ROLE

Graphic Design

TIMELINE

2022-2023

TOOLS

Figma · Photoshop · Illustrator

SCOPE

HIgh Return Princess Cruisers

OVERVIEW

Club Princess was a proposed subscription membership designed to turn Princess Cruise Lines enthusiasts into high-frequency repeat travelers. I co-designed the brand identity and business case for a value-driven membership ecosystem built to deepen loyalty and grow lifetime customer value in the enthusiast travel segment.

THE CHALLENGE

Reinvent cruise loyalty from the ground up — moving past the traditional points model toward a membership that gave enthusiasts a real reason to return sooner and more often. The concept had to feel premium and exclusive while holding up as a viable business case, and it needed to work seamlessly across every digital touchpoint.

THE APPROACH

A complete digital ecosystem spanning mobile and desktop UX/UI, a curated marketplace, and custom 3D assets to heighten immersion. I built a scalable visual language — alternate logos, a unified design system — to carry a consistent experience across the whole journey. Though it stayed in the concept stage, the work stands as a high-fidelity blueprint for a sophisticated, fully realized digital product.

There's far more to see than what can fit on this page, click below to take a look at the original Figma file.

RUDOLPH WARD II — GRAPHIC & INSTRUCTIONAL DESIGNER

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