I defined the ethos, positioning, and cross-channel experience of a historic cruise liner's conversion into a hotel
At-a-glance
Co-led experience design, bridging QE2's maritime heritage with its new role as a floating hotel
Sat on the advisory board defining the hotel experience alongside client leadership
Worked within the design team as a designer on the brand's visual identity and system
Co-created the brand promise, "Still making history"
Created messaging that carried the promise across every touchpoint, from marketing collateral to uniforms to wayfinding
Results
16,000+ visitors to the soft-launch landing page in its first quarter
1,200+ new newsletter subscribers within the first month of opening
Hosted UAE Vice President and Prime Minister within 6 months of launch, alongside events including Arab Fashion Week and the Virgin Hyperloop/DP World launch
The property's momentum led global hotel group Accor to take over operations in 2022, and manage the property since 2024
