Sailing the Dream

Oyster Yachts

Oyster Yachts is an international market leader for world-class British-built cruising yachts, renowned for its unsurpassed quality and performance. With 45 years of yachting expertise, the Southampton based company has pushed boundaries in innovation, services and support, along with running the unrivalled bluewater sailing event - The Oyster World Rally.


  • Brand positioning
  • Brand identity development
  • User experience strategy
  • Digital design
  • Digital transformation
  • Service design
  • Platform implementation
  • Design system


Our task wasn’t simply to create a premium experience website; it was to provide a platform that enabled Oyster to tell the brand stories that make them so unique, building upon long-term relationships and selling the dream to new and existing customers.


increase in overall visitors


rise in organic search


increase in mobile utilisation


increase in tablet use


Through brand workshops, extensive UX planning and user research we were able to prioritise web functions and user needs, including a streamlined navigation system, central CMS for all teams within the business, bespoke shortlist function and an integrated VR showcase for new yachts. The customer relationship is always at the heart of the Oyster service, and we wanted to reflect this in how we designed the experience, whether you’re on mobile, tablet or desktop.

The modular components allowed us to create highly responsive layouts and a website that is fully accessible no matter the location or device.


With every interaction reflecting the same quality, attention to detail and craftsmanship 
as the yacht build themselves the streamlined digital experience tailored to both the 
Oyster customer and Oyster employees.