AIDA cruise ships are not short on superlatives: they have enough room for about 5,000 people, all of whom want to be catered to and entertained non-stop for days and weeks. This means AIDA has to appealingly advertise the many fee-based amenities with analogue and digital media: from numerous leisure activities and tours to spa treatments, casino, photo studio, restaurant, bar, kids club and shops. envy created a clean, unobtrusive, but visually strong branding for a distinctive and cohesive redesign of the entire board communication of the on-board marketing. We took this opportunity to tidy up, and standardised the very different areas and classes on the ship. Time to cast off!