Challenge
We had to revamp the outdated and ineffective website while closely collaborating with the client’s marketing team, ensuring alignment with the brand’s niche market position and resonating with its target audience of high-net-worth individuals. It was crucial to precisely pinpoint the discerning clientele’s pain points to effectively address them, driving the yacht acquisitions. The challenges we faced were to collect extensive target audience data to successfully respond to their needs and to reflect the luxury brand identity through a minimalistic approach.
Solution
Yacht websites play a pivotal role in shaping the connection between brands and ultra-high-net-worth individuals. Hence, we took a deep dive into the yachting niche, identifying the discerning clientele’s pain points and unique needs. By leveraging this information, we established a competitive brand identity and conveyed the company’s gist. This also involved crafting the visuals, developing the color palette, selecting typography, and using original, high-quality images throughout the website. As a result, we crafted a website that seamlessly blends minimalism with high-end aesthetics, considering the ultra-high-net-worth individuals’ preferences and effectively addressing their concerns. This, in turn, fueled the conversion rates for our client.