Hornall Anderson Brands Purpose-Driven Cruises

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.


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.


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).


“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.