Stena Line - Animated On-Board Signage

The Mission: Stena Line's on-board screens were doing the job of a poster — static, easily walked past, and invisible to passengers with a whole crossing to fill. The brief was to turn dead screen space into a working retail channel: animation that catches the eye at a glance and moves people towards the shops, bars and restaurants on board.

The Execution: Everything is built inside Stena Line's existing brand guidelines rather than around a look of my own — the graphics have to feel like the ship they're playing on.nOne campaign covers Edda, Embla, SF7, SF8 and the Travel Centre without a redesign for each.

It's all designed silent-first. There's no audio on a ferry concourse, so every message has to land visually, in the few seconds a passenger gives it walking past. The pieces are built as reusable After Effects templates, so a new campaign can be rolled onto the screens without starting from scratch.

The Result: A modern, eye-catching graphic system that has been running across the fleet for over a year, with new campaigns delivered on an ongoing basis. A relationship rather than a job — and one I'm still enjoying building.