Brand Transition: P&O to Carnival

After more than 90 years of cruising in Australia, P&O Cruises Australia ceased operating as an independent brand, with the business transitioning into Carnival Cruise Line. This presented the challenge of introducing a new brand to thousands of loyal guests while maintaining trust in the holiday experience they had come to know and value.

Having recently stepped into the role of Senior Graphic Designer, I worked closely with both the P&O Cruises and Carnival Cruise Line marketing teams to deliver a comprehensive customer transition strategy. The final phase of P&O communications required a careful balance between honouring the legacy of an iconic Australian brand and introducing Carnival Cruise Line as its new home.

Across every customer touchpoint, the focus was on creating clarity, continuity, and confidence throughout the transition. The result was a cohesive communication journey that preserved brand equity, reassured guests, and helped customers navigate the change with confidence.

My role:
Art Direction
Graphic Design
Marketing & Brand Execution