AmaWaterways Brand, Digital & Campaign Transformation

As river cruising has matured into a distinct category, AmaWaterways faced a new challenge: expressing what makes it fundamentally different in a B2C landscape increasingly shaped by ocean cruise brands extending into rivers. While competitors relied on scale, spend and inherited loyalty, AmaWaterways’ advantage lay in something harder to replicate—expert, human-led guidance shaped day by day, informed by deep local knowledge and an intimate understanding of the river itself.Built around Journeys That Move You, the project translates this lived reality into a cohesive brand system spanning identity, digital experience and campaign. Matter Of Form developed a new visual identity that rejects ocean cruising codes and generic luxury tropes in favour of a more confident, rhythm-led expression rooted in river travel. The digital experience was redesigned to support direct consumers through multiple routes to discovery and decision-making, reflecting the judgement and attentiveness guests encounter once onboard.The campaign brings this thinking to life most visibly. Rather than selling itineraries or spectacle, it focuses on the moments where expert judgement shapes the journey—subtle decisions, timely suggestions and insight that feels personal rather than programmed. Designed to be felt rather than explained, the work gives audiences a clear sense of how AmaWaterways operates before booking, making tangible what has historically only been discovered once onboard. The campaign brings this thinking to life most visibly. Rather than selling itineraries or spectacle, it focuses on the moments where expert judgement shapes the journey—subtle decisions, timely suggestions and insight that feels personal rather than programmed. Designed to be felt rather than explained, the work gives audiences a clear sense of how AmaWaterways operates before booking, making tangible what has historically only been discovered once onboard.“AmaWaterways simply needed permission to own their point of difference. They didn’t need to invent one. The business has spent decades building tacit knowledge of the river—how to read it, how to adapt to it, how to guide people through it. Our role was to translate that expertise into a brand and experience system that feels as considered and assured as the journey itself.” Anant Sharma, Founder & CEO, Matter Of FormTogether, the programme establishes a future-ready platform for AmaWaterways, allowing the brand to compete on meaning and experience rather than media spend, and to show up confidently as a river brand that understands its environment at a depth others cannot buy.Matter Of Form is a design consultancy specialising in brand and experience, with deep expertise across luxury sectors. To understand more around how we deliver value and meaningful business change, get in touch with one of our consultants via hello@matterofform.com. Matter Of Form has completed a comprehensive brand, digital and campaign transformation for AmaWaterways, the family-founded river cruise company established by industry pioneer Rudi Schreiner.

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Matter Of Form Partners With AmaWaterways To Set a New Benchmark for River Cruising