J/Boats wanted a website were they could present news and display their model fleet in an esthetic and informative way. The company markets and sells sailboats in Sweden and the website would be the first step in the process.

We wanted to use distinct graphical elements which would create a feeling of water, power and activity. The wave that runs through the background and the page head accomplishes this together with strong pictures of sailboats with wind in their sails. Since sailing is an activity and passion, and the boats that J/Boats markets participate in many competitions, we made sure to use pictures with motion.