The well-known cruise line wanted to attract a younger audience as well as retain its existing, older clientele, as they introduced new ships to the fleet. The challenge: make the brand more appealing to a wider audience and more robust across digital platforms and TVC communications. The answer: the sunrise logo was redesigned, replacing the old outlined mark, whilst still retaining the company's heritage. A fresh palette and abstract wave pattern were introduced to add vibrancy, and a considered approach to typography gave the brand more sophistication. Following the rebrand P&O Cruises were set for their onward voyage, and the brand was aligned to the company’s ambition to broaden their market and fleet.