Sunset Yachts — Not just another glorified boat ride.
With the advent of the recent COVID-19 pandemic, yacht chartering saw a sudden and steep rise in interest for certain segments of the market. This was very visible in coastal cities like Miami. With an increased interest in private travel and leisure, friends and families were more and more attracted to the intimate setting yacht charters offered. This naturally sprouted a flurry of small bareboat charter businesses looking to supply the increasing demands.
Sunset Yachts, who had been in the business long before the boom, needed a brand revamp. Their working website at the time simply wasn’t functional and did not match the aesthetic of the traveling youth. They had the clientele which derived from their solid in-person service, but they lacked viable digital touchpoints. Additionally, Carlos’ heaviest grief was to define how one stands out in a market where everyone is saying the same thing.
The enterprise flourished even before undergoing a comprehensive brand revitalization. Emphasizing the excellence of their services was a primary focus. The intention was to vividly convey these qualities in a manner that resonates with a broad audience. Collaborating closely with Carlos, I endeavored to reintroduce the diverse positive attributes of Sunset Yachts: characterized by fun, uniqueness, a blend of luxury and approachability, and a lasting impression.
It’s all in the vibes.
The existing logo just needed to be more functional. The idea was to turn into a mark that could be stamped anywhere loosely and still work.
Updated online presence that evokes sensory experiences.
I wanted to bring the fun and exclusivity of the yacht charter world front and center to the average vacation enthusiast while making the business part of things seamless. I opted for lifestyle storytelling through strong and bold visual moments.
I wanted to give the audience a means to immerse themselves in the mini-stories unfolding aboard the vessels by focusing on showing the often missed organic moments. This helped picturing themselves in that setting thus increasing the value of the experiences.
With consideration for the Sunset Yachts audience’s time, everything from the showcasing of the vessel selections to the booking process was simplified. The goal was to convey the ease with which one could have access to luxurious and memorable yachting experiences.