Tide Society
A yacht charter homepage that swaps the boat catalogue for the three questions every charter desk asks.
01 Two-wave mark. Two fine wave strokes float above TIDE SOCIETY, which is set in thin, widely spaced capitals.
02 Light, large headline. Make room for the horizon. in a light, round sans, white over the deepest teal.
03 Coral nav button. The warmest colour on the page, kept for the one action that starts planning.
04 Diagonal yacht. Shot from directly above, the yacht runs lower left to upper right, pulling the eye up the page.
05 Line-drawn compass. A compass and a dotted route drawn over the water lead down to the planner.
06 Occasion first. The planner opens with the reason for the trip, then asks for guests and a date.
- Sector
- Yacht charter
- Year
- 2026
- Work
- Homepage design
- Deep Channel#01333D · Background
- Salt White#FBFCFC · Type
- Signal Coral#E8705E · Accent
- Sea Glass#C9E3DD · Surface
- Wake Teal#197F89 · In the photo
About the project
The full write-up, if you want it. About 4 minutes.
01Brief and idea
The problem, and the one idea that answers it.1 min
The brief
People charter a boat for a reason: a birthday, a proposal, a team day out. The usual charter site is a gallery of boats and a phone number, so the real conversation starts from zero on WhatsApp. The homepage should collect what the crew needs to quote, then hand it over.
The idea
Open on the sea and save the spec sheet for later. The aerial shot gives the feeling of open water in one glance, and the headline names the reason to go: room. Below it, the planner swaps the usual boat catalogue for the three questions a charter desk asks anyway. Answer them and the next message is a quote, not a round of back and forth. The coral Plan your day button is the brightest warm note against all that teal, so it is never hard to find.
02The write-up
The design, decision by decision.5 chapters · 2 min
Start with the questions
Ask a charter desk how an enquiry begins and the same three questions tend to come up: what is the occasion, how many people, which day. Many charter sites skip them and open on a gallery of boats, so the real conversation restarts on WhatsApp from nothing. Tide Society, imagined as a charter brand, puts those questions on the first screen instead. Your occasion, Your guests and Your date sit in a sea-glass bar along the foot of the page, closed by one dark square arrow. One small slip remains: the occasion field borrows the calendar icon from the date field, and it deserves one of its own.
Chartering for a reason
The people this page is written for are not shopping for a hull length. They are planning a birthday on the water, a proposal, a day out for the office, or a slow afternoon along the coast with family visiting from abroad. They know the reason and the headcount long before they know the boat. Leading with the occasion follows that order of thinking, and it hands the crew what they need to suggest a vessel and a price in their very first reply.
Open water, seen from above
The photograph looks straight down. A white motor yacht crosses the frame on a diagonal from the lower left to the upper right, its wake fanning out behind in two bright trails of foam across deep teal. The diagonal does quiet work, sweeping the eye up from the foam until the bow draws level with the second line of the headline, Make room for the horizon., set large and light in a clean sans with round, open letters. Oddly, there is no horizon in the shot at all, only water in every direction, and the headline supplies the missing line.
A compass drawn on the sea
Fine line drawings sit over the photograph like pencil marks on a chart. A compass marked N, E, S and W floats beside the yacht, and a dotted route trails from its needle past a sketched shoreline, ending at the top edge of the planner. The drawings are decoration rather than a map, but they give the bar a reason to sit where it does: the route ends where the planning starts. Up in the nav, a coral Plan your day button, the warmest colour on the page, says the same thing in words.
Where the answers go next
On a full Grow build the three answers become a structured enquiry that lands in one inbox, not a scatter of WhatsApp threads. The fleet and the experiences get pages of their own, and online booking takes a deposit, so a confirmed date is a paid date. On the Run plan a WhatsApp assistant picks up the late-night enquiries and replies with suitable boats, prices and open dates while the crew is off the water. The screen itself would stay as calm as this; it would simply start answering back.
03Type and voice
Type, colour, photography and the lines on the page.3 roles
- Display
- Clean sans in a light weight with round, open letters, set very large in white with even spacing.
- Labels
- Thin capitals with wide tracking under a two-stroke wave mark, used for the wordmark alone.
- Body
- Plain, slightly rounded sans at small size for the menu, the button text and the planner fields.
A clean geometric sans sets the headline large and light, and the TIDE SOCIETY logo pairs widely spaced capitals with a two-wave mark. Deep teal and petrol blue fill almost the whole frame, sea-glass mint carries the planner and coral marks the main button. The imagery is one aerial photograph of a yacht and its white wake, with fine line drawings of a compass and route laid over the water.
Make room for the horizon.
Plan your day
Your occasion
Your guests
Your date
Open and practical at once. The headline makes space, then every other line talks to the visitor directly and asks plainly for what the crew needs to quote, like a friendly charter desk.
04The plan
Grow: up to 6 pages, and what it includes.4 includes
Up to 6 pages, on Grow, AED 4,999 one time. What it includes:
- The fleet and the experiences on pages of their own
- Online booking with a deposit, so a confirmed date is a paid date
- A WhatsApp assistant on the Run plan that answers late enquiries with boats, prices and dates
- Every planner enquiry in one inbox instead of scattered WhatsApp threads
A site like this sits on Grow. AED 4,999 one time, with a fixed quote in writing.
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