U River Cruises

An experience as unique as U

U River Cruises is a bold new concept from Uniworld, the world’s premier luxury river cruise line with operations in Europe, Asia and South America. U was created to do something that had never been attempted—to launch a river cruise line specifically designed for younger, active travelers. Uniworld asked the team at Traina to lead the effort to develop a brand strategy and identity that would connect with this new market, and convince them to get on board.

U River Cruises

An experience as unique as U

U River Cruises is a bold new concept from Uniworld, the world’s premier luxury river cruise line with operations in Europe, Asia and South America. U was created to do something that had never been attempted—to launch a river cruise line specifically designed for younger, active travelers. Uniworld asked the team at Traina to lead the effort to develop a brand strategy and identity that would connect with this new market, and convince them to get on board.

Getting the right
audience on board

In a market predominately geared towards an older and less active audience, our first challenge was to clearly communicate that U River Cruises is the exact opposite. We positioned the brand on three main points: active excursions, authentic experiences, and freedom to explore. We then paired that messaging with a casual voice and a sleek but playful visual identity that blended bold typography, striking imagery and fun illustrations. The result—a river cruise line brand unlike any other.

Mobile First Experience



Setting sail with
a new brand

With the new identity complete, it was time to introduce U River Cruises to the world. A complete scope of print and digital marketing assets was written, designed and produced, all unified by the new brand identity and all showcasing the spirit of U River Cruises. But the flagship of the marketing suite is the new e-commerce website. The site is a modern, dynamic, immersive user experience that delivers a seamless journey for new and returning visitors alike, and makes booking trips fun and simple. The site showcases the beauty and charm of the destinations, and the unique excursions only available aboard U.


Additional case studies