Dogwatch Art Co.
Brand Identity, Packaging, eCommerce, Tone, Voice, Copy, illustration
Logotype, brand identity, naming, product design, packaging design, and eCommerce site for a niche brand tailor-made for the yachting fanatic.
Dogwatch Art Co. makes and sells personalized half hull prints. Dogwatch is a nautical term used to describe a watch on a ship from 4 to 6 p.m. or from 6 to 8 p.m. The night shift. The founder started the company in his spare time and selected the name as a nod to nautical tradition. The logo features a stylized graphic of Sirius, the Dog Star, which comes into view during the Dogwatch. Notably, it is the brightest star in the constellation Canis Major. The simplified secondary logo is used as a signature on all products.
The brand identity system is designed to create a modern coastal vibe. Two fonts are used in the system for headlines and body text, Cheltenham and Open Sans, respectively. The color palette features navy blue and Nantucket red. Shiplap and other nautical props are used in product photography. Lifestyle photography features inspiring shots of sailing yachts.
The visual language for social media posts centers around yachts and yachting and celebrates boats and sailing events around the globe.
The brand identity system comes together to create a website that has a beach-cottage vibe and features time-lapse video content set to ocean-inspired tracks.
