Image Credit : CORE STUDIOS
Project Overview
ORRAIA. The culmination of a thousand exceptional experiences, distilled into one. Together with the founders, we created a strategic brand experience layered with meaning, abstract, sensory, and transformative. The kind that leaves you changed, yet longing to return.
Imagined as a once-in-a-lifetime encounter, it is a 90-foot Horizon FD90 superyacht by name, but experiential by nature. From first enquiry to onboard service, everything was designed to feel intimate, intelligent, and distinctly Australian. A stillness that lingers. The art of service, executed without spectacle.
The project demanded total immersion. ORRAIA’s design aesthetic, across both interior and brand, is informed by the Australian landscape: the coppers of the Red Centre, the greens and browns of eucalypt forest, the misty greys of the High Country.
This is the pinnacle of luxury yachting. Your Australian Odyssey Awaits.
Project Commissioner
Project Creator
Team
Designers Fransiska Sylvia
Creative Director Jessica Longmore
Art Director Fransiska Sylvia
Finished Artist Fransiska Sylvia
Writer Tim Longmore
Project Steering Tim Longmore
Account Manager Chiara Mckellar
Project Brief
The brief for ORRAIA was never narrow. It was an open horizon, blue sky thinking with the rare clarity of a client who knew instinctively what they wanted to feel, even if it hadn’t been done before. Every interaction, from first enquiry to final disembarkation, was to be crafted with care, precision, and emotional resonance.
ORRAIA needed to stand for something greater than the sum of its touchpoints. A 90-foot custom-built Horizon superyacht, yes, but more meaningfully, a metaphor for new experiences and transformational escape. From tone of voice to the texture of a brochure, nothing was incidental.
The standard was excellence, always. Not performative luxury, but considered, layered, and lasting. Inspired by fashion houses, boutique hotels, and the beauty of restraint, we developed a brand that feels global in stature yet deeply Australian in soul.
With a focus on high-end production value, observational and abstract imagery, and tactile print, every element serves a singular idea: "Your Australian Odyssey Awaits."
It was branding as experience, designed to evoke stillness, awe, and the freedom to feel something real.
Project Innovation/Need
ORRAIA redefines what luxury on water can feel like in an Australian context. In a sector long dominated by party-centric charters or imported perceptions of opulence, ORRAIA sets a new standard, one grounded in beauty, depth, and meaningful escape. This is not your average superyacht charter, but a journey into a new way of experiencing time, place, and self.
The innovation lies in the clarity and conviction of its vision, developed through a strong, client-led brief. ORRAIA blends international level production, refined service design, and a uniquely Australian sensibility to create a brand built on unexperienced freedom. Strategically anchored by the idea “Your Australian Odyssey Awaits,” the project reimagines domestic travel as something transcendent.
Visually, the identity avoids the clichés of maritime design in favour of restraint and refinement. The brand expression spans tactile print finishes, motion graphics, abstract fashion-inspired imagery, and a design system grounded in movement and modernity. The result is a multi-sensory encounter that evokes calm confidence and enduring desire.
As a fully integrated brand, from enquiry to onboard experience. ORRAIA sets a new benchmark in the charter industry. Within weeks of launch, it secured a six-figure New Year’s Eve booking: the pinnacle of superyacht demand.
Design Challenge
There was no precedent for what ORRAIA needed to become. No template. No category. Just a clear and ambitious brief, to create a world-class brand for a luxury experience that didn’t yet exist, and to do it without compromise. Imagining a complete brand ecosystem, developed in parallel with the vessel itself.
Every element was engineered from scratch. Customer journey, onboard experience, digital platform, signage, uniforms, tone of voice, campaign imagery, film, print, and production. Nothing existed. Nothing was off the shelf.
We were tasked with designing how the entire brand should feel, from the first enquiry to the moment a guest steps on board. How the crew dresses. How the vessel speaks. How the world sees it. Every touchpoint needed to carry the same level of intention and restraint.
The scale of that undertaking is only possible with a client who brings not just vision, but the conviction and resources to see it through. One who knows that doing it properly is the only option.
The result is a brand that arrives with quiet confidence. Considered and alluring on the surface, but deliberately engineered beneath it.
Effectiveness
ORRAIA launched without precedent. No legacy name, no existing audience, and within weeks, secured the most coveted charter of the year: a six-figure New Year’s Eve booking. A result that speaks not just to demand, but to trust. Brand trust, built from zero.
The impact was immediate and multidimensional. The brand’s first official ambassador, Justine Schofield, came on board not only as a face of ORRAIA but to help shape its culinary and dining experience. Her partnership was born out of a genuine connection to ORRAIA’s ethos and offering, adding depth and distinction to an already refined hospitality vision.
Press coverage followed. Ocean Magazine featured the project in a full-length editorial, a key marker of credibility and status within the marine and design sectors.
Soon after, influential entrepreneur Jane Lu (CEO of Showpo) experienced the yacht twice within months of launch, voluntarily sharing and amplifying her journey to a global audience.
From first interaction to onboard experience, the user journey was engineered to feel curated, calm, and complete. This highly executed brand sold the experience before anyone had even stepped on board.
The effectiveness? ORRAIA landed in culture, in commerce, and in the imagination of a new generation of travellers.
Graphic Design - Identity and Branding - Tourism
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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