American Queen Voyages: Discovery Runs Deep

MRM New York has launched a data driven rebrand effort for its client American Queen Voyages. Embracing its new tagline 'Discovery Runs Deep', American Queen Voyages invites travelers to throw away the guidebook and go off the beaten path to discover the unscripted experiences of North America. New worlds and encounters await guests - from interacting with flinty New England oystermen while warming up over salty fish tales, docking next to Heinz Field, home of the Pittsburgh Steelers, to shadowing marine science researchers from California Polytechnic State University on a Zodiac approaching a secluded cove. New creative elements will also be unveiled in the coming months including a print and digital campaign, a reimagined loyalty program, onboard enrichment offerings and milestone moments. Integral to the creative rebrand effort is the interplay between data and creativity. The most iconic part of the legacy, is the paddlewheel, and it is deconstructed into individual paddles to establish a pattern that represents its movement. The team established an algorithm that is informed by measuring the distance traveled and varying nautical speeds on any given vessel. By visualizing the paddles through a generative system informed by the algorithm, an identity was created with endless possibilities of discovery - yet establishing memorable brand recognition. This identity system is being used to create various branding materials like the website, digital experience, posters, guidebooks, merchandise for staff, agents and passengers.