Fraser is a global leader in yacht sales, charter, and management, serving clients across the full spectrum within the yachting industry.
In an industry built on reputation, digital touchpoints must do more than inform – they must reassure, resonate, and reflect the stature of a legacy built on trust. For Fraser, this meant refining how the brand speaks to a global audience of owners, buyers, and charterers – each expecting discretion, excellence, and insight at every interaction.
Digital Strategy
Brand Identity
UX Design
Website
SEM
Fraser’s digital experience needed to support the scale and sophistication of its yacht inventory – spanning sales, charter, and management. The challenge was designing a platform capable of presenting detailed vessel information in a way that felt clear, considered, and easy to explore.
Beyond content structure, the greater challenge was in creating a level digital playing field – where each yacht, regardless of prominence or popularity, could be discovered on its own merits. It required a design system that allowed users to filter by relevance to their needs, rather than by hierarchy – ensuring the right match, not just the most favoured.
To solve these challenges, the digital framework was built around intelligent filtering and structured search – helping users refine options based on personal relevance, rather than popularity. A modular layout allows each yacht to be presented with equal clarity, balancing standout visuals with in-depth specifications that unfold progressively.
This approach ensures that no vessel is lost in the catalogue – creating a browsing experience that feels curated, transparent, and driven by the user’s intent, not editorial bias.
Fraser’s site avoids the pitfalls of over-explanation. Its USPs – like discretion, global scale, and deep industry knowledge – are embedded throughout the journey, never forced or overstated. The approach is editorial, not promotional – structured in a way that guides without steering.
This restraint is what gives the site its strength. It’s not a showcase – it’s a conversation, designed to align with the expectations of an audience that values clarity, trust, and quiet sophistication.
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