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

As part of the design team for the Four Seasons Yachts initiative, I helped craft a new brand experience that connects the storied heritage of Four Seasons with the sense of discovery unique to yachting. Working in a tight-knit, multidisciplinary group, my role focused on developing a visual identity and customer experience (CX) system that would stand apart in the luxury travel space and resonate with a discerning global audience.

Before defining the creative direction, I partnered closely with strategy to conduct comprehensive research into the luxury hospitality and yachting landscape. We evaluated the broader Four Seasons brand, studied relevant luxury competitors, and considered how contemporary luxury campaigns were shaping guest expectations.

A key insight emerged: modern luxury had become more approachable, but in some cases, that accessibility diluted the depth, craftsmanship, and sense of rarity that truly define the Four Seasons experience. Our goal was to restore that depth — to articulate a form of luxury that feels intentional, meaningful, and grounded in heritage while still oriented toward the future.

We refined Four Seasons Yachts’ core strategic pillars around Craftsmanship, Focus, History, and Rarity, with particular emphasis on Time as the ultimate luxury. This theme of time — its passage, preservation, and value — became the conceptual anchor for both the brand design and the customer journey.

Creative Direction & Visual Identity

For the creative direction phase, each design lead developed distinct creative territories. My creative territory centered on evolving the brand archetype toward one that evokes discovery, mastery, and a confident sense of exploration.

Visually, I drew inspiration from eras of historical luxury — particularly Art Deco and Hollywood Regency — blending them with a refined modernity. The aim was to create a system that felt:

• Lavish but not indulgent

• Nostalgic but not sentimental

• Timeless yet willing to push forward

I curated mood boards and early design studies that balanced rich materials, tactile details, light-driven atmospheres, and a palette that subtly connects land and sea. This direction resonated strongly with leadership and became the foundation for the subsequent design system.

From there, we refined the visual identity across photography guidance, color systems, typography pairings, and future-facing conceptual imagery. Throughout the process, I focused on maintaining a cohesive language that echoed craftsmanship and rarity — themes that naturally align with my own fine art background and storytelling approach.

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.

We also explored opportunities for deeper cultural and artistic integration, such as private culinary, design, and art-focused experiences in collaboration with trusted luxury partners. These activations were designed to speak to guests’ global sensibilities and to reinforce the brand’s connection to craftsmanship, culture, and meaningful discovery.

The final design and experience system extends beyond aesthetics — it restores a sense of meaning to luxury. By connecting history with future innovation, emphasizing the art of craft, and elevating personalization into something intimate and thoughtful, the Four Seasons Yachts brand is positioned to deliver a uniquely memorable form of high-end travel.

This project reaffirmed much of what I believe as a designer with a fine-art foundation: that the most resonant experiences are the ones that honor both heritage and imagination — and that genuine luxury is created, not merely presented.