Crafting a refined brand and CX system that translates luxury storytelling into modern digital and service touchpoints.

As a part of the Four Seasons Yachts project team, I was tasked with designing a new brand experience that seamlessly integrates the luxury and heritage of Four Seasons with the excitement of an exclusive yachting experience. Working closely with a small yet nimble team, our focus was on creating a brand identity and customer experience (CX) that would stand out in the luxury yachting industry and resonate deeply with Four Seasons’ discerning clientele.

Before diving into the creative direction, I worked alongside the strategy team to conduct comprehensive research to understand the current landscape and identify areas for improvement. This included evaluating the Four Seasons brand, looking at competitors like Aman, Orient Express, and other luxury lifestyle brands, as well as assessing the visual language established by the recent Publicis “Luxury is Our Love Language” campaign.

Our key insight was the recognition that while Publicis’ campaign made luxury feel approachable, it lacked the depth and craftsmanship essential for communicating Four Seasons' heritage. Our task was to capture the essence of time, craftsmanship, and rarity through visual cues that would emphasize the luxury of an experience grounded in history yet brimming with future possibilities.

Our positioning focused on Four Seasons as more than just a luxury brand — it was about curating rare, transformative experiences that would connect guests with people, places, and cultures in a way that few could offer. We distilled Four Seasons’ core pillars: Craftsmanship, Focus, History, and Rarity, and emphasized the importance of Time as the most valuable luxury. This concept of time became the guiding principle for both the brand design and the customer experience.

Creative Direction & Visual Identity

For the creative direction, the Executive Creative Director, the Associate Design Director, and I each created our own creative territories and directions.

I crafted a creative strategy that would speak to the Four Seasons Yachts' brand archetype. Moving away from the "caregiver" archetype of previous campaigns, we repositioned the brand as the "Explorer" and "Hero," evoking a sense of adventure and mastery.

I developed a mood board that blended historical luxury — drawing inspiration from Art Deco and Hollywood Regency — with modern sensibilities, creating a visual system that was “lavish but not stuffy”, “nostalgic but not sappy”, and “comfortably stepping out of the comfort zone”. The goal was to strike a balance between timelessness and a forward-thinking approach, connecting the past with the future through careful design details like rich materials, textures, and lighting.

The client loved this direction so much so that they decided to move forward with this direction on the first creative direction review.

We then built the visual system, refining elements such as photography (which highlighted tactile details of craftsmanship), color palettes (a seamless integration of both sea and land tones), typography (mixing modern and classic styles), and AI-generated imagery (to push the boundaries of future-facing design).

Building the customer experience was an essential step in turning our design direction into a tangible, immersive journey. The experience had to reflect the brand’s core values of luxury, exclusivity, and personal connection while offering new ways for customers to engage with Four Seasons Yachts.

To bring these principles to life, we mapped out the customer journey, starting with Targeted Inspiration (showcasing Four Seasons Yachts’ allure through collaborations with high-end partners like NetJets and Dorsia), continuing with "Unique for You" Connections (offering tailored experiences with world-class experts), and finally Continued Recognition (maintaining engagement through a digital “passport” that offers exclusive access and experiences).

To create the kind of intrigue and exclusivity FSY’s target audience expects, we explored partnerships with luxury brands and exclusive events. For example, we explored private experiences with NetJets, integrating Four Seasons Yachts into their exclusive jets, collaboration with Dorsia to offer gourmet dining experiences tied to upcoming itineraries, and partnership with Art Basel for private art show previews, giving select guests early access to the yacht’s artwork and a glimpse into the vessel’s interior design.

These partnerships not only expand FSY’s reach but also deepen the brand's connection to cultural, artistic, and culinary pursuits, aligning with the sophisticated tastes of our high-net-worth individuals (HNWI+) clientele.

The final design and experience system was not just about luxury — it was about making luxury meaningful. By connecting history with future innovation, emphasizing the art of craftsmanship, and creating a highly personalized, seamless experience, Four Seasons Yachts is poised to offer something truly unique in the world of high-end travel.

(Teamwork truly made the dream work)