Country: United Kingdom
Art Director & Social Media
ONUOX Luxury Sailing is a boutique company redefining how travelers experience the Adriatic. Their mission is to make luxury sailing accessible, modern, and seamless, blending English hospitality traditions with Croatian maritime culture.
The challenge was to develop a graphic identity that communicates both luxury and approachability, while standing apart in a competitive market of charter companies.
Brand Positioning: Position ONUOX as luxury without stiffness—a blend of elegance, hospitality, and contemporary lifestyle.
Visual Language: Develop a refined but minimal identity, influenced by the luxury travel sector while still evoking the freedom of sailing.
Consistency: Build a scalable design toolkit for ongoing campaigns, merchandise, and yacht branding.
For the logo, we wanted something that felt effortlessly modern — clean lines, geometric precision, and a clarity that mirrors the open horizon at sea. But modernity alone wasn’t enough. To capture the feeling of luxury, we paired that simplicity with a touch of timeless elegance: a classic serif alongside the fresh, contemporary sans. The two work together like wind and sail — one grounded, one forward-moving.
We also added subtle details in the letterforms — ligatures and carefully considered spacing — small gestures that soften the geometry and give the whole identity a natural rhythm. When you look at the typography, it almost feels like it’s moving, flowing with the same grace as waves on the Adriatic.
For the cards I followed the same vibe and direction, leaving everything clean and minimal so the brand remains consistent. We agreed on a simple concept – just the logo with some subtle graphics in the front and a QR code leading to the page with a text above it „Learn more’.
A main part of the project were two hero illustrations: a man and a woman in double exposure style. Inside each silhouette I integrated elements of the wellness–retreat cruise experience — yoga practice, island hopping, kayaking, and DJ parties. The aim was to showcase the balance between relaxation and vibrant energy that defines ONUOX.
After the static illustrations were approved, I developed animated versions to give the visuals dynamic energy. Subtle motion effects — waves flowing through the silhouettes, lights pulsing during DJ scenes, and gentle movement around yoga elements — added a sense of life and immersion. These animations became powerful assets for social media, digital ads, and event screens.
To further elevate the brand presence, I produced three showcase videos highlighting ONUOX’s unique offerings. These combined original footage with carefully curated stock material, ensuring a balance of authenticity and cinematic polish. Each video told a different story — from the luxury sailing lifestyle, to wellness and adventure activities, to the vibrant nightlife element.
The final creative work helped ONUOX establish a memorable and modern brand presence in a competitive market. By combining design, animation, and video content, the company gained a versatile and engaging visual library that resonates with international audiences and reflects its positioning as a luxury yet approachable retreat brand.
What began as a simple single task for a festival poster grew into a partnership that lasted for over 2 years. I am extremely happy that I had the chance to work with Onuox and I would be super excited if we continue our mutual projects in future.
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