The project: Brand refresh and web design and development
Sail Ningaloo owners Luke and Lannie Riley first introduced live-aboard sailing tours to Coral Bay on the Ningaloo Reef in 2010. Fast track 15 years, and the time was right for a total brand refresh.
The brand refresh formed the nucleus of the business’ website redesign and redevelopment.
The Process
The ‘getting to know you’ phase
Although DASH had been working with Sail Ningaloo for some time, it was important that the design team didn’t bring their own assumptions to the project.
“While familiarity with a client can sometimes make the process of refreshing a brand easier, there is always the risk that you bring your old assumptions and ideas to the process,” DASH Digital’s Creative Director Gary Knights said.
“So even though we felt we knew Luke and Lannie well and had a good understanding of their business, it was important to still have those fundamental discussions so we could truly understand what they wanted to achieve by refreshing their brand.”
The design phase
In many ways, this was any creative director’s dream project – a client whose core business is to share with its clients one of the most beautiful natural environments to be found anywhere in the world.
While it was a given that imagery and video needed to be front and centre of all the business’ marketing materials, the brand itself was more challenging.
The logo needed to reflect the quality and luxury of the Sail Ningaloo experience, the outstanding marine environment that is at the heart of their offering, and work across a number of applications, from social media platforms to crew uniforms, vessel branding to the website.
The solution was a logo that combines a graphic that can be used as a stand-alone icon, together with the company name in free flowing text with accompanying tag line.
The website is a stunning collection of images and videos, with beautifully scripted content that captures the unique combination of the natural environment and world class luxury that is at the heart of the Sail Ningaloo experience.
The outcome
While we don’t like to brag – we dare you to take a look at Sail Ningaloo’s website and not end up booking the trip of a lifetime!
The imagery is stunning, the words are evocative, the booking process is easy (too easy!) – before you know it you will have clicked on an image and ‘accidentally’ booked your Ningaloo Escape…
“We have been working with DASH Digital for a few years now, so we naturally approached them for a new logo and website. Gary took the time to understand what we wanted to achieve…We are already receiving new online business enquiries on day one of the website launching.”
Lannie Riley, Sail Ningaloo
