NYC Ferry Mobile App
Role: Creative Director
PROBLEM
Hornblower Cruises, under the newly unified City Experiences umbrella, aimed to enhance its digital and print presence across multiple customer touchpoints. Key challenges included:
NYC Ferry Mobile App
Existing ferry apps lacked engaging visuals and efficient workflows, making booking and boarding cumbersome for NYC commuters and tourists.
Existing ferry apps lacked engaging visuals and efficient workflows, making booking and boarding cumbersome for NYC commuters and tourists.
CityExperiences.com & Ferry.NYC
Two of the company's highest-traffic homepages needed clearer navigation and stronger visual hierarchy to highlight services and encourage ticketing activity.
Two of the company's highest-traffic homepages needed clearer navigation and stronger visual hierarchy to highlight services and encourage ticketing activity.
Print Brochures & Seasonal Mailers
Physical marketing materials were outdated and didn’t reflect the brand’s evolving identity or attract dining cruise customers effectively.
Physical marketing materials were outdated and didn’t reflect the brand’s evolving identity or attract dining cruise customers effectively.
SOLUTION
As part of the leadership and design team, I delivered a multifaceted design refresh focused on the following deliverables:
NYC Ferry Mobile App (Creative Director)
I introduced a modern, intuitive mobile interface with streamlined booking flows, clear QR code boarding visuals, and cleaner information architecture to support fast-paced commuter use.
I introduced a modern, intuitive mobile interface with streamlined booking flows, clear QR code boarding visuals, and cleaner information architecture to support fast-paced commuter use.
CityExperiences.com & Ferry.NYC Homepages (Design Lead)
With my team, I crafted homepage designs with improved structure and navigation, spotlighted key services (like ferry schedules and dining options), and elevated brand messaging for clarity and engagement.
With my team, I crafted homepage designs with improved structure and navigation, spotlighted key services (like ferry schedules and dining options), and elevated brand messaging for clarity and engagement.
Print Brochure & Seasonal Mailer (Art Director)
Based on customer and marketing feedback, my team designed elegant, visually compelling brochures and mailers that promoted dining cruise products while maintaining brand consistency and capturing attention with rich imagery and crisp layouts.
Based on customer and marketing feedback, my team designed elegant, visually compelling brochures and mailers that promoted dining cruise products while maintaining brand consistency and capturing attention with rich imagery and crisp layouts.
PROCESS HIGHLIGHTS
Discovery & Insight Gathering: Collaborated with Hornblower’s marketing and operations teams to pinpoint pain points across digital and physical platforms—especially around booking complexity and inconsistent branding.
Ideation & Visual Concepting: Sketched early wireframes for mobile flows and homepage layouts; explored design directions for brochures and mailers to refresh the visual tone while maintaining nautical heritage.
Prototyping & Iteration: Developed mid-fidelity prototypes for the mobile app featuring flows like schedule browsing, QR code boarding, and real-time updates. Designed mockups of homepages and print collateral for stakeholder review.
Brand Consistency & Design Systems: Established a cohesive visual language—typography, color palettes, iconography, and layout patterns—that worked across mobile, web, and print.
Feedback & Refinement: Shared prototypes and printed samples with internal teams and users. Refined mobile interactions, homepage messaging, brochure layouts, and mailer visuals based on usability and brand alignment feedback.
Final Execution & Delivery: Delivered polished design assets to development and production teams: UI documentation for the app, website layout comps, and print-ready artwork for collateral.
OUTCOMES
Mobile App: A sleek, functional NYC Ferry mobile experience that simplifies booking, speeds boarding, and enhances commuter confidence.
Web Pages: Clearer site navigation, stronger visual storytelling, and improved user engagement across City Experiences’ offerings.
Print Materials: Contemporary, on-brand collateral that entices customers, reinforces the dining cruise experience, and supports promotional strategies.
CityExperiences.com and Ferry.NYC Homepages
Role: Design Lead
Print Brochure for Dining Cruise Products
Role: Art Director
Front Side
Back Side
Seasonal Mailer
Role: Art Director
