Nassau Cruise Port

Vibrant and expansive signage design for a bustling cruise port undergoing construction in Nassau, The Bahamas.

Environmental Graphic Design - Print - Branding

The Challenge

Nassau is one of the most popular cruise destinations in the world. Positioned as a gateway for both The Bahamas and the Caribbean, Nassau has an important role to play in the cruise industry. The port has long been a target of negative feedback with complaints centered around the decade-long renovations that have done little to alleviate the intensely congested, chaotic terminal. In 2019, Nassau Cruise Port (NCP) began operations as part of a consortium with Global Ports Holding (GPH). The new construction project promised a transformed waterfront with the redevelopment of the port expanding beyond the wharf, integrating downtown Nassau, and creating catalytic business opportunities for Bahamians. With a targeted completion of 2022, the challenge at hand was to create diverse signage throughout the premises to both inform, direct, and entice the public. Overall, I wanted this body of work to have a distinctive Bahamian flair that was fun and upbeat in the way that it read. The work needed to excite visitors whilst providing a level of comfort and anticipation at the prospect of new life and energy being pumped into the port.

Phase I: Construction Banners

At the end of 2020, NCP began the demolition and construction process for the new port and needed large scale signage created to cover the fencing around the perimeter. NCP wanted to showcase key information on the banners such as: important safety information for a construction site, COVID-19 health & safety information, as well as renderings of what the completed project will look like in 2022.

Using elements from both the NCP & Global Ports Holding (GPH) branding, I created a 16-panel banner design to be repeated and printed as construction zones expanded. As each 8x16ft panel displayed different information, I linked graphic elements from both brands between panels to create a sense of unity, flow, and continuity.

Phase II: Signage for the temporary arrivals facility

As the country started to open up more in 2021, so did the tourism industry. Nassau, Bahamas & NCP became home port to two major cruise lines, Royal Caribbean International & Crystal Cruises. With the first ship set to arrive in June, NCP developed a temporary arrivals facility and needed a new set of large banners as well as a welcome sign for the temporary arrivals building. This initial request then developed into a larger undertaking to design all of the signage around the facility such as: wayfinding, restroom & sanitation signage, building identification, floor markers for social distancing, banners for a canopy structure leading to the ships, a step & repeat backdrop and photo props.

Wherever possible, I sought to incorporate colloquialisms into signage to give a sense of place; I wanted it to feel authentically Bahamian but ultimately sleek and inviting. This can be seen on the arrivals sign, floor markers, and photo booth props. The signage created for the facility was also designed to compliment the custom murals that were done by a local artist.

Using the same formula from the banners in Phase 1, I created another 16-panel design to be repeated and printed as needed to cover fencing around the facility and leading up to the cruise ships. While there are some similarities from Phase 1, I wanted this set of banners to have a more distinct, vibrant, and fun look and feel.

Arrivals Sign: You Reach!

The temporary arrivals building was where first impressions would be made, so NCP wanted to ensure this experience was bold, engaging, and had more of a colloquial flare. To create a more fun and whimsical sign, while still adhering to the brand, I created custom typography and gave the letters and words more movement.