The framework that brings it all together
As Britain’s #1 cruise line, we know our brand is unlike any other in the market. This is why we’ve created a framework that reflects this; one that stands out from other cruise lines and establishes us as a premium brand. Using panels, brand imagery and primary colours, as well as our logo and brand line, our framework aims to create high impact in the holiday market and can be used across all our comms.
As the old saying goes, knowledge is power, so our collateral layout is arranged in such a way that all the important information we want to communicate to our guests is front and centre. We also love to tell a good story, and we do so not only through copy, but an eclectic mix of images, arranged in a flexible grid system.
Although we want to make an impact, we also understand that sometimes less is more. That’s why it can be better to use few images scaled to a large size rather than lots of small images. We want to hold our guests’ interest, so varying the layout as much as we can is important. Images can bleed off the page, but on no more than two sides.
Print examples of our framework
Our graphic framework is based on a simple grid system where several elements come together to create a distinct and ownable look and feel. When terms and conditions are needed, we separate these with a gold line that spans the width of the creative.
The travel wisdom, divider line and brand line sit in the blue panel.
If featured, the price, offers and navigational line sit in the cream panel, along with our logo.
Landscape framework templates
We can flex the framework and move panels, e.g. if the travel wisdom would suit a landscape image.
We use this framework if the travel wisdom lends itself to a portrait image.
There may be times when a travel wisdom needs two images to tell the story and so we can divide the image panel into two.
For rush-to-the-line comms we can flex the proportions of the panels to make the offer stand out more. The left panel moves to our P&O Cruises darker blue to create distinction from other creative.
Portrait framework templates
We can divide the page into two sections when more real estate is available. The wisdom would continue to sit on the blue panel and offer on the cream panel.
We can flex the framework if the travel wisdom would suit a landscape image
When featuring a brand partner like Gary Barlow, we can use the image space in full and place a wisdom or other information on top of the image.
For rush-to-the-line comms we can flex the proportions of the panels to make the offer stand out more. The left panel moves to our P&O Cruises darker blue to create distinction from other creative.
Digital framework examples
For homepage banners we can flex the approach, moving panels to pull out a single offer or multiple offers. We can also play with the size of the panels.
We have the greatest degree of flexibility in our emails. The panels can be worked with depending on the content and messaging.
If the email has a more tactical approach, the panels can pull out a number of cruises and focus on offers
If the email is more of a storytelling piece, you’ll need a good balance or imagery with the panels
The flexibility in this channel means both offers and information can be brought to life
Across all social media channels like Pinterest and Facebook, we can adapt out branding to fit all sizes. Panels can be animated, they can be used to open and end frames, and also be used to hold wisdoms and offers.