Own the Edge
The Complexity
Boating forgot the driver.
For all the opportunity the water offers, the industry spent decades leaning into heritage and hardware, creating something that felt more like a barrier than an invitation. A category so focused on the past that it forgot what it was supposed to make people feel.
The Idea
Lifelong boaters got behind the helm of a Navier and felt something they had never experienced on the water before. A proprietary flight control system that reads the water 50 times per second, adjusting the foils in real time, while variable draft shifts from deep foiling position to shallow water at the press of a button. The difference between being carried across the water and commanding it.
We built the brand around that technology and the feeling it evoked. Own the Edge gave Navier a position no competitor could claim and a high-gloss, provocative visual world that no one in the boating industry had ever seen or had the nerve to build. With the brand established, we designed and built a digital experience that made their engineering clear and their ambition impossible to ignore.
The Outcome
Navier secured a $100M deal to bring up to 100 of its electric hydrofoils to the Maldives, ferrying visitors from Velana International Airport to the luxury resorts, private islands, and local communities across the archipelago.
- Brand Strategy
- Creative Direction
- Art Direction
- Graphic Design
- Identity Design
- Typographic Systems
- Typography
- Illustration
- Digital Strategy
- Web Design
- Web Development
- Event & Exhibition Design
We made the brand as distinctive as the technology behind it.
- Ryan DiDonato