Mary A.
Gutierrez
ALLIGATR
Crafting a Waterbound Identity
The Alligatr brand is a surfboard, SUP, and kayak brand that lives life on the water from dusk 'til dawn. Crafting high-quality surfboards, paddle boards, and kayaks that level up your next water adventure. Because life is better on the water.
BRAND DEVELOPMENT | UX/UI DESIGN
The Challenge
Crafting the Alligatr Experience
Alligatr, a dynamic surfboard, SUP, and kayak brand, sought to establish a compelling brand identity and a user-friendly website that resonated with water sports enthusiasts. The goal was to position Alligatr as the go-to destination for premium water adventure equipment, with a focus on exceptional craftsmanship and a sense of aquatic freedom.
The Development
Shaping the Essence of Alligatr
Before diving into the design process, conducting a brand strategy for Alligatr played a pivotal role in shaping its success. This strategic approach allowed the brand development journey to begin with a clear vision of embracing the allure of aquatic living. Through research and analysis, we gained valuable insights, identifying gaps and untapped opportunities in the competitive water sports industry.
Crafting the brand essence to evoke a sense of adventure, freedom, and connection with nature was the cornerstone of Alligatr's identity. This strategic decision not only resonated with the target audience but also set the brand apart as an authentic and relatable choice for water enthusiasts seeking unforgettable experiences.
The Art Direction
Creating connections through visuals
When it came to capturing the feeling of freedom and life on the water, Alligatr’s photography and art direction played a vital role. By curating images featuring a single person with their board, rather than a group, helps in conveying freedom and living life on the water. It allows the target audience to immerse themselves in the moment, experiencing the adventure and excitement of being on the water. The art direction centers on individual experiences, capturing the raw emotion of freedom and self-discovery, while creating a deep connection to the brand’s story.
The Website
Navigating the Tides of Digital Experience
Alligatr's website was meticulously designed to be an extension of the brand's adventurous ethos. The intuitive user interface, combined with curated images of people immersed in water adventures, helped in engaging with the brand's target audience. The website showcases a diverse range of products, allowing users to effortlessly explore and compare surfboards, SUPs, and kayaks.
In the pursuit of designing a seamless user experience (UX), I adopted a comprehensive approach to web design. Recognizing customer’s need for a effortless shopping experience, we strategically designed navigation breadcrumbs throughout the products page. We found that customers appreciated the clear path, guiding them through the extensive collection of surfboards, SUPs, and kayaks while ensuring they always knew their exact location within the product sections. The presence of these breadcrumbs offered users a heightened sense of control and ease, enabling them to confidently navigate the website.
Moreover, the purchase process was designed with the same seamless approach allowing customers to move through each step effortlessly. This user-centric design showcases the brand's commitment to elevating the user experience and paving the way for customers to feel excited and enjoy the online shopping experience. The carefully navigated online journey allows users to explore with curiosity and ease. By designing with this focus, we were able to create a website that empowered Alligatr's audience to move through the customer journey with confidence, leaving them happy and returning for more.
Because Life is Better on the Water
Through meticulous brand development, identity creation, and user focused website design, Alligatr's proves to be a brand that not only celebrates water adventures but also forms lasting connections with its audience. The project's success lies in Alligatr's ability to create an immersive and captivating experience that ignites the spirit of aquatic freedom among water enthusiasts.
The Results
The Brand Identity
Alligatr's brand identity was meticulously crafted to embody the irresistible allure of water adventures and the Southern California sunset. The logo design, inspired by the iconic image of a fin, captures the brand's spirit, featuring an artful emphasis on the letter A for the brand name and adventure. Vibrant turquoise and orange colors were thoughtfully selected to evoke the dynamic essence of water and the warmth it exudes, captivating the audience with a sense of excitement.
This logo family was created with the brand in mind, many brands today require more than one logo especially when the brand is a product brand. Here you will find the various logo marks created for the Alligatr logo family as well as brand patterns using the logomark that have been used on products, marketing, and social media.
