- Brand Naming
- Brand Architecture
Background & Challenge:
Founded in 1988, Celebrity is a premium cruise line based out of Miami, FL with 12 ships in service.
In late 2015, Celebrity announced that it was ordering four new ships in a new class—which would be the company’s largest vessels. Given our success with their sister company (Royal Caribbean), Celebrity approached us in 2016 to help name this new class of ship, as well as the ships themselves and numerous on-board elements and features.
After learning about all the unique features of the new ships (from the bow to the staterooms to the entertainment spaces), we audited every other major cruise line, and also reviewed all of Celebrity’s names to determine what could be leveraged. Armed with that knowledge, we helped create names for the 4 new ships in the new class—Edge and Beyond along with 2 additional ships that are yet to be revealed, as well as several features and spaces that were (and remain) revolutionary firsts at sea, including the “Infinite Veranda” staterooms, the “floating” Magic Carpet space, and the Edge Launches.
The Edge class is poised to become Celebrity’s most popular general-purpose cruise ships, with record pre-sales and innovation that is unmatched by any other cruise line. Celebrity Edge is the first Edge-class cruise ship operated by Celebrity Cruises. In December 2018, it was announced that Nobel Peace Prize winner Malala Yousafzai would be the official ship godmother for Celebrity Edge. Various cruise traveler blogs have noted that the Celebrity Edge is one of the unique and appealing cruise ships they've seen in a decade and it was very much built to appeal to the contemporary traveler. Its sister ship-- Celebrity Apex is the sister ship to the game-changing Celebrity Edge and will feature a number of new-to-cruise features, it is scheduled to set sail in April 2020.