Design study, Maritime
Welcome Ashore
A self-initiated design study: Send cruise visitors past the terminal on foot and into nearby shops, cafes, and the waterfront.
These are self-initiated studies, not client work. Each is a fictional campaign; none was commissioned by, produced for, or approved by any agency or organization.
The brief
- Line of business
- Maritime
- Audience
- Cruise passengers with a few hours in port who want to explore beyond the terminal.
- Objective
- Send cruise visitors past the terminal on foot and into nearby shops, cafes, and the waterfront.
- When and where
- Every cruise day this season, Outside the cruise terminal
Concept A: Local Welcome 12
Greets visitors the way a neighbor would, with a personal tip instead of a glossy brochure. Type style.
Concept B: All Within Walking 12
Answers the visitor's main worry, time, by showing that cafes, shops, and the promenade are a short walk away. Scene style.
Concept C: Land Legs 12
A playful nod to wobbly first steps off the ship, inviting passengers to stretch out and explore. Grid style.
Spanish adaptation of Local Welcome 12
The first direction adapted rather than translated: the headline, supporting line, and call to action rewritten in Spanish, with the layout reflowed for the longer text. Type style.
What was checked
Every one of the 48 pieces was checked as it was composed. The lowest text contrast measured anywhere in this study is 5.04 to 1, against a minimum of 4.5 to 1. Type sizes are in the units of each format: pixels for digital formats, and for print, units of the drawing at the sizes shown.
| Format | Minimum type size | Smallest set | Lowest contrast |
|---|---|---|---|
| Poster, 18 by 24 inches | 11 | 13.2 | 5.04 to 1 |
| Flyer, letter | 11 | 13.5 | 5.04 to 1 |
| Social story, vertical | 13 | 13.0 | 5.04 to 1 |
| Retractable banner | 10 | 10.0 | 5.04 to 1 |
| Display ad, 160 by 600 | 10 | 10.0 | 5.04 to 1 |
| Social post, square | 13 | 13.2 | 5.04 to 1 |
| Display ad, 300 by 250 | 10 | 10.0 | 5.04 to 1 |
| Postcard, 6 by 4 inches | 13 | 13.2 | 5.04 to 1 |
| Event cover | 12 | 12.0 | 5.04 to 1 |
| Billboard | 12 | 12.0 | 5.04 to 1 |
| Email header | 11 | 11.0 | 5.04 to 1 |
| Display ad, 728 by 90 | 10 | 10.0 | 5.04 to 1 |