Building a bi-lingual multi-service maritime platform for Yacht Point Service
About the ClientYacht Point Service is a newly established maritime company based in the Isle of Man and Dusseldorf. They offer skippering, transportation and brokerage services to an international audience.
Project SummaryWe began our collaboration in the summer of 2018, conducting extensive market research to define the business opportunity, before executing a full range of creative, development and marketing services.
Yacht Point Service set sail during the summer of 2018, with the ambition of delivering bespoke maritime services to international vessel-owners. Nikolaus Gosselk wanted to combine his lifelong passion of sailing with his love for the Isle of Man in the guise of a new business venture.
After inviting aboard Darren Barklie and the Craft Applied team, we started our engagement by conducting thorough marketplace analysis to understand the commercial opportunities and risks to the startup. A favourable outlook encouraged us to begin work in earnest.
Navigating a new nautical brand
With the open seas calling, our designer Claire Ho began exploring ideas to capture the Yacht Point brand. Since the business was to offer a range of services and remain agile to match market demand, we agreed to define a logo mark and brand that was versatile, refined and carried the spirit of the adventurous company.
Our initial presentation showcased five options exploring a sense of timeless nautical utility. Our iteration process was rapid, with leading options gathered into a client presentation. From this initial batch, all stakeholders independently agreed on the leading favourite.
The approved Yacht Point Service brand sports a classic blue, white and red colour palette that riffs off the timeless Brenton Stripe design pattern and is familiar to leading brands like Hanse Maritime and Ulysse Nardin. The logo mark was a simple typography base, featuring a small colourized triangle glyph to represent the mast and sails.
We paired the recently modernised fonts Metro Nova and Neue Kabel (both by Monotype) for a mature and confident character. The bold face conveys strength and reliability, paired with tilting to suggest forward motion.
Forging the WordPress website
With a refined aesthetic in place, we were in position to begin scoping, designing and building the front-end and content management system. While the business was still in the startup phase, we agreed to limit the scope to a well-polished single-page site.
Creative cues included utilising high-quality stock imagery, designing icons to visualise the core service offerings, and presenting a simple information hierarchy and data input for site visitors. To reinforce the nautical theme we introduced little flourishes like the dynamic wave cutaway pattern and wooden texture into our flat design.
As the ambition is for the business to have international appeal, a chief consideration was to ensure that the website accommodated a multi-language setup. We explored a number of multi-language plugins before deciding up the leading extension WPML (WordPress Multilingual Plugin). This premium extension allows for easy translation management, empowering us to present the Yacht Point Service website in both English and German.
An extensive conditional contact form was designed to allow prospective customers submit their information based on their specific requirements, capturing data on their trip’s start and end locations, their yacht’s profile information and specifics of their request.