Brand Identity, Web Design & Digital Assets — Agency: Michael Marshall Design
Where Convenience Meets Luxury
A high-end brand launch for a customizable yacht charter experience—balancing personalized trip planning with an elegant, stylish and premium design. The result was a polished brand that reflects both luxury and flexibility.
Project Highlights:
Directed development of a new brand identity for a private yacht charter company targeting the D.C. and Florida markets
Oversaw end-to-end production of logo, brand identity, and a website
Collaborated with developers to launch an interactive trip planner and destination map
Delivered all creative milestones in advance of the client’s inaugural charter
Secured repeat work from the clients other business ventures (Chaise Group)
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A prolific entrepreneur building a luxury charter brand aimed at affluent, adventure-seeking travelers in the Washington, D.C. and South Florida regions.
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Client Stakeholder, Creative Director, Creative Services Director, two Senior Graphic Designers, and a Web Development Consultant
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Develop a new brand identity for a private yacht charter company
Design and launch a fully responsive website with custom functionality
Support pre-launch marketing through digital assets and collateral
Propose a streamlined onboarding user experience
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Led a multi-disciplinary design team through strategy, creative development, and final delivery
Recommended UX enhancements and scalable functionality informed by market research and user goals
Maintained stakeholder alignment through design reviews and content strategy
Delivered brand assets including logo system, short-form guidelines, and digital marketing collateral
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With a name and concept already in place, the project began with an intensive discovery phase, conducting brand positioning exercises and collaborative brainstorming sessions to define the target audience, visual tone, and service offering.
We developed a refined identity that balanced sophistication with approachability—drawing on maritime cues and a muted color palette to evoke calm, curiosity, and luxury. While the initial request was for a static website, I proposed a more elevated solution that mirrored the concierge-style service the charter offered.
This included a custom-built trip planner that allowed users to select their departure and destination, feeding itinerary preferences directly into a booking system versus the rudimentary email approach the client was originally considering.
I managed all project milestones, identified scope constraints, and ensured alignment between brand and web development teams to deliver the website on time and on budget.
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Website launched in tandem with the client’s first scheduled charter
New visual identity enabled strong positioning in a competitive luxury travel market
The website and social campaigns led to multiple bookings following the launch
Led to additional brand and design work for the clients other business ventures
