Silent Yachts

During my time at Silent, we have redefined the approach to the Silent brand identity in a comprehensive and harmonious manner, considering the interconnection and interdependence of all components within the group.

Rol in the project: UX | UI Designer
Collaborators: NOUS Partners & Can Esen
Date: 2023

Detected issues

The brand does not stand out among its competitors.
The tone of voice and graphic elements do not reflect how the client wants the brand to be perceived.
The images are too product-focused, making it difficult for customers to connect with the brand.

Brand development

1.1 Colors palette

We transitioned from a traditional color palette of blue tones (commonly used by companies in the maritime sector) and beige (a very traditional and luxurious palette) to a new color scheme. We adopted a vibrant yellow, the color of the sun and the energy that powers Silent's electric yachts through solar panels. This new palette is not only refreshing and modern but also boldly distinguishes Silent in the market, reflecting its innovative spirit and commitment to sustainability.

1.2 Typography

The typography that was previously used did not allow Silent to stand out. With the choice of Almarena, we achieved a powerful typeface with distinctive characteristics that met our goals perfectly: differentiation and elegance.

1.3 Logo development

We switched from capital letters to lowercase, adapting the logo to better reflect the brand's tone of voice. Capital letters convey a strong and aggressive impression, so we opted for a softer, more fluid font that better enhances the connection with water.

1.4 Isotype development

The base element of the icon is water along with the letter "S". These two concepts stem from the idea that absolute silence on the water can be heard when a drop of water hits the surface.

The two halves of the water droplet flow in a circular motion, like the balance of Yin-Yang, which reminds us of Silent's philosophy of producing and consuming your own energy.

1.5 Fotografía

Previously, the images were too focused on the product, which occasionally raised doubts about its authenticity. Therefore, we reinvented the presentation approach, infusing it with a human touch. Now, the images feature people genuinely enjoying the yachts. This shift not only enhances the user experience but also builds trust and connection with the audience.

Brand evolution structuring

2.1 Content structure

As the company experienced rapid exponential growth in recent years, we needed to organize its subdivisions to ensure that all information was visible and easy to find on the website. We divided the structure into six subdomains (Group | Yachts | Charter | Company | Resorts | Store), creating a balanced and coherent framework.

This allowed each subdomain to have its own explanatory pages related to its specific topic. All sections followed a consistent structure to maintain brand coherence.

*Silent 60 website page design

2.2 Wireframe

2.3 Page structure

A significant improvement was the restructuring of the yacht model pages. We grouped the models into series based on their size, reducing the number of pages from seven to three.

Within these pages, we conducted a thorough analysis of the differences between each model within each series. This was presented in a clear and understandable manner for users, addressing a common issue where customers struggled to distinguish between models.

The turning point of the project

Once we aligned the brand with its mission and vision, creating a strong and differentiated presence in the market with a clear structure to follow, development became rapid and dynamic.

Emphasizing the fundamentals and principles led to an excellent outcome.

Once we aligned the brand with its mission and vision, creating a strong and differentiated presence in the market with a clear structure to follow, development became rapid and dynamic.

Emphasizing the fundamentals and principles led to an excellent outcome.

Conclusion

Thanks to the new website structure, the users flow became much simpler, resulting in more leads. Additionally, the changes to the yacht model pages provided users with greater clarity and made it easier for them to understand and compare different models. Product understanding. We significantly improved the company's digital footprint through the optimization of strategies for SEO. This included creating accurate and specific content for each section, incorporating targeted keywords, which increased organic traffic and improved the online visibility.

By evolving the brand into a more vibrant and modern company, we successfully differentiated it from competitors, highlighting its unique qualities. No one else in the market offered the same product, and this needed to be clearly communicated through the brand.

"As a key takeaway, I would like to emphasize the importance of always seeking a unique value proposition and not fearing to evolve or even revolutionize the brand, if the client permits."