{"id":439,"date":"2009-01-16T10:32:00","date_gmt":"2009-01-16T10:32:00","guid":{"rendered":"http:\/\/nikhandson.co.uk\/?p=439"},"modified":"2026-08-20T23:30:47","modified_gmt":"2026-08-20T22:30:47","slug":"sussex-cruise-club-newsletter-brochure","status":"publish","type":"post","link":"https:\/\/nikhandson.co.uk\/index.php\/2009\/01\/16\/sussex-cruise-club-newsletter-brochure\/","title":{"rendered":"Sussex Cruise Club \u2014 Brand Identity &amp; Newsletter Brochure"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Creating a distinctive identity for a new cruise holiday brand<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/sussex-cruiseclub.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sussex Cruise Club<\/a><\/strong> was a new cruise holiday business created by Woods Travel in Bognor Regis, offering customers a curated range of cruise holidays from leading operators including P&amp;O, Fred Olsen, Cunard and Royal Caribbean.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I was brought in to develop the <strong>brand identity and supporting marketing communications<\/strong>, creating a visual language that could establish Sussex Cruise Club as a credible, welcoming and aspirational travel brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first major application of the identity was this customer-facing newsletter brochure, designed to bring together cruise offers, destinations and holiday information in an engaging and easy-to-navigate format.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Building the brand from the ground up<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As a newly established business, Sussex Cruise Club needed an identity that could immediately communicate its position within the travel and cruise market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I developed the <strong>logo, typography, colour palette and wider visual language<\/strong>, establishing a consistent foundation that could be carried across future marketing materials.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The identity needed to feel premium enough to reflect the aspirational nature of cruising, while remaining approachable and accessible to a broad audience of holidaymakers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The resulting visual system provided Sussex Cruise Club with a recognisable presence and gave the business a consistent framework for communicating its cruise offering across different channels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Turning information into an engaging travel experience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The newsletter brochure was designed to do more than simply list available cruises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It needed to inspire customers while also communicating a considerable amount of practical information, including cruise destinations, itineraries, operators, holiday details and promotional offers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I created a <strong>structured editorial layout and flexible page template<\/strong> that allowed a variety of content to be presented consistently throughout the brochure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Supplied copy and imagery were carefully organised into clear sections, using typography, colour, imagery and spacing to establish hierarchy and guide the reader through the content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This approach helped transform a potentially information-heavy collection of cruise offers into something that felt more like an <strong>inspiring travel publication<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Designing for an aspirational audience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cruise holidays are inherently visual and emotional: the destination, ship and experience are often just as important to the customer as the practical details of the holiday itself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I therefore used the brochure&#8217;s imagery prominently, allowing destinations and cruise experiences to provide the visual hook, while the typography and colour palette created consistency across the different sections.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The design balanced <strong>aspiration with accessibility<\/strong> \u2014 encouraging customers to imagine themselves on the holiday while making the information they needed to make a purchasing decision straightforward to find.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Creating a flexible design system<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A key consideration was ensuring that the identity could work across different types of content and cruise operators.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brochure needed to accommodate different imagery, amounts of copy and promotional messages without losing its sense of consistency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The resulting template provided a flexible framework that could be adapted for multiple cruise offers while maintaining a recognisable Sussex Cruise Club aesthetic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is an approach I have continued to use throughout my career: <strong>creating design systems that provide consistency without becoming restrictive<\/strong>, allowing content to remain the focus while ensuring the overall communication feels considered and cohesive.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The result<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first Sussex Cruise Club newsletter established how the new brand could work in a substantial piece of customer communication, bringing together the newly created identity, editorial design and supplied content into a cohesive customer experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The project demonstrates my ability to take a brand from <strong>initial identity development through to real-world application<\/strong>, creating both the visual foundations and the communication framework needed to establish a new business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It also demonstrates an aspect of design that has remained central to my work throughout my career: taking a large amount of information and structuring it into communication that is <strong>clear, engaging, visually appealing and commercially effective<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">My role<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand identity \u2022 Logo design \u2022 Typography \u2022 Colour palette \u2022 Art direction \u2022 Editorial design \u2022 Information design \u2022 Layout design \u2022 Print production<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Deliverables<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sussex Cruise Club brand identity \u2022 Logo \u2022 Visual identity system \u2022 Newsletter brochure \u2022 Editorial template \u2022 Customer marketing collateral<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p2-3-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p2-3\" class=\"wp-image-441\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p2-3-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p2-3-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p2-3-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p2-3.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p4-5-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p4-5\" class=\"wp-image-442\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p4-5-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p4-5-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p4-5-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p4-5.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p6-7-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p6-7\" class=\"wp-image-443\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p6-7-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p6-7-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p6-7-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p6-7.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p8-9-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p8-9\" class=\"wp-image-444\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p8-9-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p8-9-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p8-9-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p8-9.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p10-11-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p10-11\" class=\"wp-image-445\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p10-11-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p10-11-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p10-11-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p10-11.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p12-13-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p12-13\" class=\"wp-image-446\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p12-13-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p12-13-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p12-13-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p12-13.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p14-15-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 p14-15\" class=\"wp-image-447\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p14-15-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p14-15-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p14-15-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p14-15.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"741\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p16-1024x741.jpg\" alt=\"Sussex Cruise Club Brochure January 2009 Back Page \" class=\"wp-image-448\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p16-1024x741.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p16-300x217.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p16-768x556.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2022\/12\/Sussex-Cruise-Club-Brochure-1170x814-p16.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>I was brought in to develop the brand identity and supporting marketing communications, creating a visual language that could establish Sussex Cruise Club as a credible, welcoming and aspirational travel brand.<\/p>\n","protected":false},"author":1,"featured_media":440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,19],"tags":[229,215,224,225,228,230,226,227,223],"class_list":["post-439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-print","tag-brochure","tag-club","tag-cruise","tag-fred","tag-holiday","tag-newsletter","tag-olsen","tag-po","tag-sussex"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sussex Cruise Club \u2014 Brand Identity &amp; Newsletter Brochure - NH:GD<\/title>\n<meta name=\"description\" content=\"Working with the newly-formed Sussex Cruise Club back in 2009, I was asked to create their logo and various collateral to promote their cruise holidays as they partnered with the likes of P&amp;O, Fred Olsen, Cunard 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