It was just a normal summer day in busybuilding HQ until the news dropped that our collaboration with Monocle magazine had finally landed in press stands internationally. Soon the audience of what is perhaps the world's most influential magazine would read how a well-designed, high-end cruise company could revitalise Greece's cruise industry—and chip in local economy while at it.

Our contribution to Monocle's June 2016 issue was part of a series called The Consultants, where Monocle identifies gaps in local markets and develops solution concepts and strategies as to how these gaps can be tackled. For Greece the team at Monocle located the need for a premium cruise brand to capitalise on Greece’s national heritage. Journalist Nathalie Savaricas spoke with a dream team of local experts, including Filippos Venetopoulos of Variety Cruises, Chef Lefteris Lazarou and design label Zeus + Dione. As part of this exercise busybuilding was commissioned to create the new brand strategy and visual identity. Read and see more of our ideal White Dot Fleet and find out where it got its name from here.