Following a comprehensive signage audit and alignment on recommendations, the focus shifted to establishing a scalable visual system that could support both immediate launch needs and long-term fleet-wide adoption.

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I led the development of a color system aligned to content categories and the guest mobile app, working closely with Marketing and revenue partners to ensure clarity, brand alignment, and commercial visibility. In parallel, I partnered with the content team to align messaging and tone, ensuring signage reflected a consistent brand voice across guest touchpoints.

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The system was initially piloted for the launch of Symphony of the Seas, with the explicit intent to scale across the fleet. Over time, the style guide expanded to support additional contexts, including Chinese-language guidelines for Spectrum of the Seas and multi-format requirements for Terminal A, where signage varied significantly in size and placement.

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What began as a launch initiative ultimately became a reusable signage framework—designed to adapt across ships, terminals, brands, and international audiences.