Queen Elizabeth 2

Project Overview

The Queen Elizabeth 2 (QE2) is an iconic floating heritage, hotel, and entertainment destination with roots extending back to the 1960s. As the Design & Digital Marketing Manager, my mission was to reimagine QE2's visual presence and digital reach - bridging the past and present to reignite global interest.

I led the creative and marketing efforts to reposition the QE2 not just as a preserved landmark, but as a living experience - a destination that resonates with both nostalgia and modern luxury.

Challenges & Goals

• Reinstate a heritage brand with emotional resonance, while making it relevant for contemporary audiences

• Deliver a cohesive visual identity across diverse media: art direction, photography, digital marketing, promotional campaigns

• Grow a global, organic audience and drive digital engagement and direct bookings

• Respect the historical significance and character of the QE2 while transforming its digital footprint

My Role & Approach

I held full responsibility for the design, art direction, photography, and digital marketing strategy - effectively functioning as the creative lead throughout.

• Directed all design and photography outputs, ensuring consistent alignment with heritage branding

• Developed and executed a digital marketing plan spanning SEO, email campaigns, social media, online distribution, and mobile app engagement

• Created and curated visual assets (artwork, social visuals, website banners) that married classic elegance with modern storytelling

Key Deliverables & Workstreams

Art Direction & Visual Identity

• Oversaw all design work - from promotional art to in-brand photography - maintaining alignment with QE2's heritage identity

• Created branded artwork and visual assets across media (digital banners, printed materials, social campaigns)

• Delivered a coherent stylistic vocabulary for images that balanced vintage charm with high-end hospitality aesthetics

Photography & Brand Imagery

• Executed a visual narrative through high-quality photography: interiors, exteriors, ambiance, guest experience

• Ensured original images were rich, atmospheric, and consistent with the brand's visual tone

• Used flagship images to anchor campaigns, brochures, and digital content

Digital Marketing & Engagement

• Devised and applied an integrated digital marketing strategy including SEO, email marketing, social media, online distribution, and app marketing

• Grew a worldwide organic audience of 50,000+ in eight months

• Achieved over one million website visits in the first year

• Drove meaningful revenue and bookings through digital channels

Results & Impact

• Significant audience growth - organics scaled rapidly worldwide

• High digital reach - the QE2 website reached over a million visits within a year

• Stronger revenue via digital - the revamped digital presence translated to bookings and engagement

• Visual revival - the brand's heritage was honored while its visual identity was revitalized across new platforms

My time with the QE2 project demonstrated how heritage and innovation can co-exist - blending visual storytelling with strategic digital systems to revive a storied institution. Every campaign, image, and platform was designed to celebrate the QE2's past while propelling it into a vibrant future.