NautiCode uses a generative design engine powered by the waters the cruise line sails in. The nautical data and graphic elements of the brand come together to choreograph a unique design system that gives everyone a personalized result, based on THEIR journey. The data also plays a role in experiences, for how generative cocktail recipes are designed for on-ship bartenders.

American Queen Voyages, expanded its cruises from being a paddlewheel cruise in the rivers of North America to setting sail across lakes, oceans and taking on expeditions. The expansion in business needed a unified and modern identity across every touchpoint and the experience of the brand.

NautiCode, a unified identity gives the travelers an immersive experience to discover their journey. We deconstructed its iconic paddlewheel. With the elements we created a pattern that represented a journey, which was then shape-shifted live by the data of the waters they sailed in. Nautical speed, depth, time at port and location is the data that influenced the shape shifting of this system.

We deconstructed its iconic paddlewheel. With the elements we created a pattern that represented a journey, which was then shape-shifted live by the data of the waters they sailed in. Nautical speed, depth, time at port and location is the data that influenced the shape shifting of this system.

NautiCode uses a generative design engine powered by the waters the cruise line sails in. The nautical data and graphic elements of the brand come together to choreograph a unique design system that gives everyone a personalized result, based on THEIR journey. The data also plays a role in experiences, for how generative cocktail recipes are designed for on-ship bartenders.

The speed of the boat makes the paddle elements move closer or further apart. The depth of the waters would determine the layers created, time stopped at a port would decide the length of the bar and mile markers represented those ports. The algorithm allowed American Queen Voyages to create generative artwork in digital and print elements to give their customers a personalized experience.

American Queen Voyages reached a 2022 single-day booking record on Feb. 25, surpassing the previous high mark by 10 percent. Travel advisor inquiries were up over 20 percent And the company has received the most brochure requests (cruise catalog) in its history since releasing the 2022-24 Voyage Atlas.