Haines Yacht Sales needed a brand that looked like what they sell.
Not nautical clichés. Not anchors and navy blue. Not every other brokerage in the marina. A wordmark built from the geometry of the industry, engineered, precise, unapologetic. The colour palette breaks from category entirely. Dusk tones. Coastal accents. A distinctly Australian palette that makes it look like nowhere else in the market.
This is what brand identity is supposed to do.
Not decorate. Differentiate.
Strategy: @catherynyork@oska.co
Voice: Peter Watman
Creative Direction: HENKA
Full case study — link in bio.
Haines Yacht Sales Brand Identity.
A wordmark designed from the language of boating, bold and engineered. The colour palette breaks from category with a distinctly Australian sensibility, inspired by tones of dusk, the vibrancy of coral, and the accents of the coast. Structured layouts, anchored by the wordmark, remain quietly authoritative.
Team
Strategy: @catherynyork@oska.co
Voice: Peter Watman
Creative Direction: HENKA
Full Case Study Link in Bio.
NEW WORK: Haines Yacht Sales Brand Identity
Haines Yacht Sales is the brokerage arm and Australia’s official distributor for Princess Yachts, one of the world’s most respected motor yacht manufacturers. Built on decades of industry presence and deep market knowledge, the Haines name carries genuine weight in Australian boating. Haines Yacht Sales brings that credibility into the brokerage market, backed by a team of brokers with senior experience across the country’s leading yacht brands.
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TEAM
Strategy: Catheryn York - @oska.co
Voice: Peter Watman
Creative Direction: @studio.henka
SWIM.
—
Whatever your reasons for choosing the ocean, one thing’s for sure, you never regret a swim.
—
A year of ocean swimming, captured in 90 images, through summer, rain, flood, cyclone, sun and winter.
Shot during 2025.
120 page, full colour coffee table book.
280mm X 200mm Portrait.
SWIM.
—
Whatever your reasons for choosing the ocean, one thing’s for sure, you never regret a swim.
—
A year of ocean swimming, captured in 90 images, through summer, rain, flood, cyclone, sun and winter.
Shot during 2025.
120 page, full colour coffee table book.
280mm X 200mm Portrait.
SWIM.
—
Whatever your reasons for choosing the ocean, one thing’s for sure, you never regret a swim.
—
A year of ocean swimming, captured in 90 images, through summer, rain, flood, cyclone, sun and winter.
Shot during 2025.
120 page, full colour coffee table book.
280mm X 200mm Portrait.
Designed and delivered:
Inspired by local typography and a coastal lifestyle, MIAMI EYES is a new optometrist based in Miami 4220 on the Gold Coast. A bold colour palette, iconic illustrations informed by local signage and typography informed by the Snellen chart, MIAMI EYES is a new optometrist and eye wear store doing things their way.
MIAMI EYES. Now Open.
Brand Identity: @studio.henka
Interior Design: @twodesign_interiors
Illustration: @barryp
Inspired by local typography and a coastal lifestyle, MIAMI EYES is a new optometrist based in Miami 4220 on the Gold Coast. A bold colour palette, iconic illustrations informed by local signage and typography informed by the Snellen chart, MIAMI EYES is a new optometrist and eye wear store doing things their way.
MIAMI EYES. Now Open.
Brand Identity: @studio.henka
Interior Design: @twodesign_interiors
Illustration: @barryp
Inspired by local typography and a coastal lifestyle, MIAMI EYES is a new optometrist based in Miami 4220 on the Gold Coast. A bold colour palette, iconic illustrations informed by local signage and typography informed by the Snellen chart, MIAMI EYES is a new optometrist and eye wear store doing things their way.
MIAMI EYES. Now Open.
Brand Identity: @studio.henka
Creative Direction: @andrew__j__s
Interior Design: @twodesign_interiors
Illustration: @barryp
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#optometrist #brandidentity
