Fathom

A visual system and experience plan for a new category of trip: social impact travel.

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Brand, Experience
Three Fathom booklets on navy, each reading welcome to our neighborhood: kraft with ENTREVISTAS in red, a diver underwater, and palm fronds on yellow.
Client
Carnival
Agency
Hornall Anderson
My role
Visual system and experience plan
Scope
Before the trip, on the ship, and months after

A new kind of trip, social impact travel, with no precedent and no visual language to borrow from.

Situation

Carnival had created a new category, social impact travel, and needed to prove it was worth investing in.

My role

I made the visual system and the experience plan, covering before the trip, the time on the ship, and the months after. That came to nearly 100 touchpoints.

A laptop shows a Fathom booking page: a surfer silhouetted against a blue sky, Bienvenidos a Cuba in white, date fields, and a Book Now button.
Before the trip: a booking page.

The hard decision

Each of those touchpoints had to balance the fun of a vacation with the weight of the impact story.

Hands hold a phone showing the Fathom trip planner, with an Impact Activity card for Help Organize Youth Baseball Game and a photo of a smiling boy with a bat.
The trip planner, with a tab for impact activities.

The work

The system pairs a lowercase italic serif with heavy condensed capitals, set on kraft, deep blue, red, and yellow.

The words read as invitations: "welcome to our neighborhood," "let's start with a question," "your next shore awaits."

An open red notebook reading let's start with a question in navy italic type, beside a kraft notebook with a white mark, a navy elastic band, and NOTES in red capitals.
A journal spread: let's start with a question.
A man on a gravel shore by the water in low sun carries a blue and red tote printed with DISCOVER in large white capitals and your next shore awaits in small serif type.
A tote that says Discover, and your next shore awaits.

What changed

Customer satisfaction was very high, and Carnival extended the project.

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