On-brand from the get-go. Not starting as you mean to go on with an on-brand launch event is, at best, a missed opportunity. ESHIPS is a brand centred around flexibility or, as per the strategy, “Form Unlimited”. Inspired by this core idea, an invitation filled with orange liquid was sent out to guests (orange is the new brand colour and the predominant colour of their fleet). The invitation was in itself a powerful on-brand message and the launch event continued in the same vein, driving home the theme of flexibility through a storyboarded attendee journey. The orange colour was also used to subtly theme the food and beverage to create an entirely compelling experience.