RIGINOS YACHTS

With more than 30 years of experience in various fields of the yachting industry, the company had to reposition itself in the market, by enhancing its image through a renewed visual identity, with the aim of strengthening its communication, especially on the ever growing digital world.

Riginos / The Essence of Yachting mainly refers to High Net Worth and Ultra High Net Worth audiences, aged 40+, as well as Millennials. Based on our research we identified the company’s specific target audiences and came to realize som of their basic communication principles they usually respond to successfully. By analyzing the different audiences, we created some key communication pillars, such as technology, eco consciousness, innovation, fun, exclusivity.

Based on many years of experience and continuous improvement of the company’s services, Riginos / The Essence of Yachting had to get an updated, modern, more understandable and clear image. This way they would be able to promote its differentiation from the competition in the market and to pass all relevant messages to its audience. In short, the company acknowledged that the need was to enhance its differentiation, recognition, credibility and the confidence it exudes, in terms of personality, behavior and communication. The Riginos / The Essence of Yachting brand is Smart, Passionate & Reliable, characteristics that its design strategy was based on.

The design of the website was a big bet from the beginning, since we had to manage a huge amount of data and information of the boats, being fed from an existing platform. We had to make sure that all information that came through all respective APIs, could be displayed in an effortless way on the website following its very specific styling.

We initially studied the photographic content of the boats available on the website, as all the photographs had a different styling, different resolutions and ratios, with the difficulty that we had to fit the content in one unique template, accrediting a correct representation of each boat, consistently.

We studied in depth all the characteristics that should be listed per boat (name, price, length, construction company) to define the basic typography that could seamlessly work in all screen resolutions.

Furthermore, we created a very detailed and extensive style guide, including all main and complementary fonts, so that we could follow a specific styling throughout the website and avoid any inconsistencies that could be an obstacle to the final result. We had to make sure that all proposed designs were in harmony with the company’s new logo as well as the overall strategy that was defined.

Immediacy and correct hierarchy of information were some fundamental points the design had to respect, since the content was extensive and often became difficult to understand or even dissuasive for someone to read, if placed in the wrong way. Based on the google analytics of the former company’s website, we understood that there is a large percentage of users that visit Riginos / The Essence of Yachting from their mobile devices. As a result, we instantly knew that we had to pay extensive attention to all responsive designs and programming of the website, reevaluating the layout of the website where necessary, for a faster performance and immediate information look up.