The Ritz-Carlton Yacht Collection was entering a defining new chapter, but its brand expression needed to more fully reflect the sophistication of the experience itself. As Design Lead, I helped shape a major brand evolution that brought greater elegance, refinement and consistency to every touchpoint.
Rooted in quiet luxury, the new direction paired refined typography, cinematic imagery and a more restrained visual system with an editorial sensibility. The work established a comprehensive set of brand guidelines and helped evolve the global Unlike the Rest platform into a more cohesive and flexible expression, one that continues to expand across photography, film, advertising, social, digital experiences, onboard communications, menus, collaborations and more.
Role: Design Lead — Brand Systems, Campaign Design, Creative Development and Integrated Applications.
The experience was already unmistakably premium, but the brand did not always communicate that level of refinement with the same consistency. Our challenge was to elevate the visual language for a discerning audience, bringing greater elegance and sophistication to the brand without relying on traditional symbols of luxury or short-lived trends.
Create a flexible brand system that felt contemporary yet timeless: one capable of supporting a growing collection, launching a global campaign and extending seamlessly from high-visibility advertising to the smallest onboard detail.
We embraced a quiet-luxury approach, reducing visual noise and allowing typography, space, materiality, and photography to do more of the storytelling. The resulting expression felt more editorial, confident, and considered, restrained enough to feel timeless, yet current enough to reflect the evolving language of modern luxury.
Explore the full Ritz-Carlton Yacht Collection brand guidelines.