Wayfinding design: Customer-centric onboard navigation for P&O Ferries new ships
When P&O Ferries launched their brand new Fusion Class ships, Pioneer and Liberté, they had a clear vision: to create an energy-efficient and technologically advanced experience for their passengers.
With our expertise in crafting customer communications, we were commissioned to design a wayfinding system that was both practical and fully integrated with the P&O Ferries brand.
Our challenge was to develop a comprehensive wayfinding system, both physical and digital, to enhance the onboard experience and make navigating the ship intuitive. Given the complexity of a double-ended ship design - each end serving either Dover or Calais - we implemented a colour-coded framework to orientate passengers quickly and efficiently. This visual logic extended from main signage to smaller details, creating a user-friendly and cohesive navigation experience.
Strategic design & planning
Designing wayfinding for a ship is a complex process. With multiple decks, varied onboard experiences, and essential safety routes, every customer touchpoint had to be considered. We worked closely with P&O Ferries and the shipyard, reviewing traffic flow and anticipating high-use areas, ensuring that signage was strategically placed for maximum visibility and ease of use.
Bringing the brand to life
Our design approach also needed to ensure accessibility for a diverse passenger base. We therefore incorporated icons and proposition logos and created simple, universally recognisable symbols with clear lines, strong contrasts. The intention was to deliver a wayfinding system which was intuitive, even for those with limited vision or language barriers.
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Special spaces: Pet Lounge & car decks
The Pet Lounge needed its own distinct identity, so we incorporated playful, pet-themed icons and bright, inviting colours throughout the space, providing a welcoming environment for pet owners. On the car decks, large-scale graphics guided passengers smoothly from parking to the passenger areas and back, ensuring efficiency during embarkation and disembarkation.
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The power of digital
Digital wayfinding played a key role in our strategy. Large screens provided detailed maps and interactive features, like “YOU ARE HERE” animations, help passengers quickly get their bearings. Additional digital elements, such as selfie screens, added a fun, engaging touch to the journey.
Our wayfinding design for P&O’s Ferries Fusion Class ships is a testament to thoughtful, strategic, customer-centric design. By blending physical and digital solutions, we created a navigation experience that feels intuitive, connects passengers to the P&O Ferries brand, and ensures they can easily access the breadth of facilities available on board.
