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Project

SEA Yacht Group

A fresh perspective in the ultra luxury world of Superyachts.

Services

SEA logo

Brief

With an extensive career at the top of the game in the music and advertising worlds, alongside decades of experience in the yacht industry, SEA Yacht Group’s founder felt the world of Superyacht marketing had become stale. Boat shows were full of the same stuffy, unimaginative brands. There had to be a better way.
Taking influence from contemporary art and the sea itself, the idea was to create something that felt different. Merging vintage photography and poetry with carefully curated imagery of new Superyachts, the brand aimed to capture the imagination of potential buyers.

Less about simply showing off a boat, more about capturing that all important feeling of what it might be like to own one.

The Challenge

Poolhouse was initially invited to create a single landing page, essentially acting as a digital business card for SEA Yacht Group’s founder. Something simple to refer to whilst selling his vision to potential brand partners and clients.

It worked.

The next phase was to expand the initial concept into a full multi-page website. Introducing refined brand typography and colour palette, the site needed to showcase a carefully selected range of Superyachts, alongside a much broader selection of more modestly priced luxury day yachts.

As the range grew, so did the requirements. The site needed a network of enquiry forms, carefully adapted for each individual brand landing page, alongside a full CMS allowing product pages to be continually updated as each manufacturer developed and refined their ranges.

Poolhouse continued to stay onboard, providing monthly maintenance and helping out with the more complex updates whenever needed.

Then came the biggest phase yet. A full company rebrand, alongside the introduction of the complete ranges from two of the biggest stars in the luxury yachting world, Italy’s creme de la creme of Superyacht brands, Sanlorenzo and Bluegame.

What We Delivered

Complete website design and development
Ongoing technical consultancy
Mobile-first responsive website
User experience (UX) design
Search engine optimisation (SEO)
Digital strategy
Video Editing

Our Approach

After many in-depth discussions to understand the finer details of the business and the next phase the brand was setting sail for, Poolhouse worked alongside SEA Yacht Group’s in-house branding team to bring the new concepts to life.

Taking various ideas and visions and turning them into functioning web page designs that could be rolled out across different brand landing pages and hundreds of individual product pages. The challenge was building a system that could handle huge amounts of content without losing the personality that made the brand different in the first place.

We took the same approach with each brand and their products, every Superyacht model had it’s own story that needed to be told so we created a CMS that allowed for this.

Alongside the core website work came video edits, popups, page speed fine tuning, SEO and all the other little details needed to keep the digital side of the business moving.

The Bottom Line

As with great brands, great websites aren’t finished when they launch.

Much like yachts, the launch is often just the start of the journey. Truly great websites need to evolve based on real life results, feedback and fresh opportunities that appear as the business grows. Steadily fine tuning, improving and polishing as the brand evolves.

Or, in SEA Yacht Group’s own words:
“Polished day by day like the finest sand.”

Feedback

“Poolhouse are without doubt a great find. Always available when needed and able to tackle every new challenge year after year. Such a pleasure to work with, I would highly recommend them!”
Malcolm Moss,
Founder/CEO, SEA Yacht Group, Ibiza

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