AAA Coatings
Client: AAA Coatings, Palma de Mallorca
Role: Web & Brand Designer
Discipline: Website Design, E-Commerce, Brand Integration
Deliverable: E-commerce website (design and front-end layouts)
The Brief
Following the brand identity and product packaging development for AAA Coatings, the business needed an e-commerce platform to sell their protective coating products directly to superyacht crew, project managers and refit facilities. As a startup competing against established marine suppliers, the website needed to function as both shop and credibility-builder—communicating technical expertise while making product selection and purchasing straightforward.
The challenge: balance luxury brand aesthetics with practical e-commerce functionality in a sector where buyers need clear substrate information, technical datasheets and confident product guidance.
The Approach
The design carried through the refined, non-nautical visual identity established in the brand and packaging work, avoiding typical marine sector clichés in favour of a cleaner, more contemporary system. Product pages prioritised clarity—substrate compatibility, application methods, coverage rates—while maintaining the premium positioning AAA required to differentiate from commodity suppliers.
Navigation and information architecture were structured around how buyers actually shop for yacht coatings: by substrate (teak, leather, marble), by location (interior vs. exterior), and by problem solved (stain resistance, UV protection). Visual hierarchy and typography kept technical information accessible without compromising the elevated aesthetic.
The Outcome
The website functions as AAA's primary sales channel and brand presence, supporting both direct e-commerce transactions and lead generation for larger refit projects. The design integrates seamlessly with the established brand identity, creating a cohesive customer experience from first product discovery through to purchase and application.
Scope of Work:
Website design and user experience / E-commerce layout and product page design / Brand integration and visual design system / Collaboration with web developer on front-end implementation.
