A completely new look
I came into contact with Jim Partington (owner of Shark Diving Xperts) through mutual sharky acquaintances in the early 2010s. The business was growing steadily, hosting great white shark diving tours in Guadalupe.
He’d gotten to the point that many do, where he felt he’d maximised the benefits of existing website. It was felt that the site would benefit from being grander and easier to update. Because the industry in general was attracting more attention, it was equally important that the business be distinguished from the competition.
My work had been bought to his attention via a couple of other great white shark related projects and he was confident that I could give his site the refresh it needed.
Vibrancy and energy
The logo was already set in stone, comprising bold typograhy and strong, energetic colours.
I felt that these components naturally had a sports-like identity to them that would serve as a strong aesthetic basis. Because the competition typically evoked more nautical, adventure-based themes, Jimi felt this would also help distinguish his business from their’s.
With those visual guidelines in place, the rest of the site flowed together quite naturally once we had determined the content structure. We made use of the naturally strong contrast to highlight critical pieces of information while ensuring the overall tone wasn’t overwhelming to visitors.
The result is a site that has continually helped cultivate new and repeat business, year on year.
Now I just need to get myself to Guadalupe.