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Star Cruises


Star Cruises

What we did

Brand positioning strategy
Brand strategy handbook
Brand identity refresh
CI guideline

Star Cruises, owned by Genting Group had a problem. As the original pioneer of the Asian cruise industry it had long enjoyed a dominant position particularly amongst Chinese families. But with customers quickly moving upmarket towards more premium target audiences, Star Cruises had to reinvent itself and pivot towards the new, more aspirational and affluent market.

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