That gap between what a brand promises and what a human being actually experiences is where most brand strategy breaks down. I close it.
Now I bring that to brands that recognize what brand coherence can actually do for a business.
The new brand system launched into Princess's highest-stakes revenue window and delivered +32% YOY Cyber Week, +136% YOY Cyber Monday, +66% in forward 2026 sailings. Creative and strategy, pulling in the same direction.
Marketing, sales, and creative each have their own native tongue. The friction between those three rooms is expensive — it shows up in campaigns that look right but don't convert, in guidelines nobody follows, in briefs that get lost in translation. I move between them without an interpreter.
A strategy that only holds on the hero page is a mood board. I build the operational architecture — content supply chains, governance models, in-house creative infrastructure — that makes a brand hold across eighteen ships, four global markets, and ninety-four countries.
“Instrumental in shaping and evolving our brand… influence seen across nearly every touchpoint of our guest experience and marketing… leaves behind a strong foundation and legacy.”
a sitting VP of BrandPrincess Cruises
“You were one of the first people to really help me understand the essence of what makes the Princess brand so special.”
a senior leaderPrincess Cruises
“It's unusual to have a designer who also brings a strong commercial and analytical interest to the table. Dani has the valuable ability to think like both a creative and a businessperson.”
a former VP of MarketingPrincess Cruises
A brand that had become the public face of fear, rebuilt from its emotional core into a platform that outperformed the category.
Outcome: Cyber Month delivered +32% / +136% / +66%.
Brand strategy · Visual identity · Campaign architecture
A flagship destination repositioned from a checklist of experiences to a territory of personal transformation, brought to life in a multi-format production across wilderness, water, and sky.
Outcome: 6M+ organic views, +6 pt purchase intent, Alaska revenue +8.5% over plan.
Positioning strategy · Consumer insight · Creative direction · Campaign
A physical destination built for a different brand audience, repositioned for Princess in six weeks. Positioning, creative direction, production, web launch, and guest communications.
Outcome: launched on time, on brand. Foundation for the broader Caribbean platform.
Rapid repositioning · Creative direction · Guest communications
Across 20+ years in brand strategy and creative leadership.
I'm available for consulting engagements and exploring senior in-house roles in the Los Angeles area and fully remote. hello@ohdanib.com