CASE STUDY · BRAND EVOLUTION & BOOKING
Salt & Mist
Sea Tours
A new setting.
A website ready to reflect it.
From Maine lighthouse tours to personalized boat tours in Florida, we helped Salt & Mist bring its website into line with the experience it offered and reconnect the path to booking.
Original 2016 website, created for the Maine tours.
View the original design ↗
WHERE WE STARTED · 2016
A brand rooted
in the Maine coast.
Our relationship with Salt & Mist Sea Tours began in 2016, when we designed its logo and website for lighthouse boat tours in the Portland, Maine area.
Let the region shape the design.
Lighthouses, rocky shores, and maps gave the website a clear sense of place. The color palette and mood reflected the natural landscape visitors were coming to explore.
Build a recognizable first impression.
The original brand direction brought the logo, imagery, colors, and typography together. The website successfully attracted tourist customers for many years.
THE SITUATION
The business moved.
The website needed to move with it.
When Salt & Mist relocated to Florida, its tours and visual identity began to evolve. The lighthouses, rocky shores, maps, and Maine landscape no longer represented the tropical boat tours it offered.
We recommended a full redesign. The client was not ready at that point, so we first replaced the imagery with Florida scenes to reflect the new location and experiences.
The owner chose to manage the website independently, with occasional technical support from us. We provided guidance on routine updates and the importance of keeping major styling and layout decisions consistent.
Over time, further changes moved the site away from its original design. When the client later contacted us about a rapid decline in business, we reviewed the website and competitors together. Our assessment was that the presentation no longer conveyed the professionalism and quality of the tours clearly enough. A complete redesign became the priority.
Original project Logo & website, 2016
Redesign Website & booking connection, 2025
Business transition Maine lighthouse tours to personalized Florida boat tours
The 2025 redesign for the Florida boat tour experience.
View the full redesign ↗
THE SOLUTION · 2025
Show the experience
guests could look forward to.
We completed a full website redesign to reflect the quality and personal attention behind Salt & Mist’s Florida tours.
Make Florida the visual starting point.
Guest photography, tropical water, wildlife, and coastal scenery replaced the Maine setting. The refreshed presentation helped visitors picture the personalized experience on the water.
Give the information a clear structure.
We brought the page layouts, tour information, imagery, and booking invitations into a consistent design. Visitors could explore the experiences and find the next step without the presentation pulling them in different directions.
Connect the website to booking.
We reconnected booking through a new provider. The website’s tour information and booking links worked together to support the move from exploring an outing to making a reservation.
THE DECISIONS BEHIND THE WORK
Reflect the business.
Support the next step.
01
Design for the current experience
The redesign needed to reflect the Florida tours and their personal, luxurious feel. Replacing photos had been a useful interim step. A full redesign allowed the presentation to work together.
02
Bring trust and booking together
We treated professional presentation, useful tour content, and access to booking as parts of the same customer journey. Each needed to support a visitor’s decision to reserve time on the water.
03
Keep future updates consistent
We clarified the difference between routine text updates and changes to major design features or page layouts. The owner agreed to handle text updates and leave major design decisions to professionals.
THE PRACTICAL OUTCOME
A renewed presentation.
A stronger path to booking.
The redesigned website gave Salt & Mist a cohesive presentation of its Florida tours and a connection to its new booking provider.
The client was delighted with the redesign. We also reached a clearer understanding of how future updates would protect the overall design while allowing the owner to keep the text current.
At a follow up several months later, the client reported a significant improvement in customer conversion.
What brought it together
Brand presentation, tour information, booking, and a clear approach to future updates supported the same business experience.
YOUR NEXT PROJECT
Does your website reflect
your business today?
Let’s bring your brand, website, and the systems behind your customer experience together.