Hornall Anderson Brands Purpose-Driven Cruises

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Personal connection can be a catalyst for transformation. With this as a premise, Fathom — a member of the Carnival Cruise Line family — set sail with an innovative cruise experience that seeks to define a new category of travel. Through on-ship programming, working on local communities projects in the Dominican Republic, and through cultural exchange initiatives in Cuba, Fathom and their purpose-driven travelers become catalysts for change and pioneers in social impact travel.

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Fathom partnered with Hornall Anderson to help navigate this uncharted territory. With a logo and wordmark already in place, the design firm developed the look and feel of the brand across nearly 100 individual touch points on and off the ship — from discovery moments to immersive opportunities. The system is intended to inspire thoughtful reflection, encourage curiosity, and celebrate the power of meaningful and mindful travel.

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Digital touch points incorporate the pre and post cruise experience, help set passenger expectations in advance (sharing the current status of the communities being helped), and after the journey (through a digital summary documenting their adventures).

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“Throughout the launch of the Fathom brand and product, the Hornall Anderson team felt completely integrated into our experience design organization,” says Ryan Fiorentino, Director, Design at Fathom Travel.

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