Following the launch of Symphony of the Seas, I led the creation of the first digital signage system for Celebrity Edge, supporting a brand-new experience that needed to feel distinct, premium, and aligned with the ship’s technologically advanced positioning.

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While we leveraged structural learnings from the Royal Caribbean signage system, the Celebrity work required a complete reimagining of visual language, content hierarchy, and brand expression. I partnered closely with Celebrity marketing leadership to define colors, styles, and motion principles that reflected the brand’s elevated aesthetic and aligned with the Celebrity guest app. Because digital signage was new for the brand, content standards and copy guidance were established from scratch.

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The scope extended beyond static signage to include motion-based signage, digital presentation templates for onboard revenue partners, specialty signage across a wide range of formats, and terminal signage for Terminal 25. To support this complexity, the system was designed to be flexible and extensible, accommodating different environments, audiences, and use cases.

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The style guide ultimately expanded to include holiday, inaugural, and specialty signage. Once complete, I delivered a transition and handoff framework to enable the Celebrity marketing team to scale the system across future ships—ensuring the work could live beyond the initial launch.