For Dock & Bay, I developed a visual brand strategy proposal designed to help the brand feel brighter, clearer and more ownable across website, paid ads, social media and CRM channels. The opportunity was to build on Dock & Bay’s playful, lifestyle-led positioning while identifying where its creative expression could feel more cohesive, distinctive and emotionally connected to the idea of bringing brightness into everyday life.

The work began with a visual communications audit, SWOT analysis and competitive benchmarking exercise across key lifestyle and travel-adjacent competitors. This helped uncover opportunities to improve hierarchy, rhythm, photography, campaign consistency and cross-channel personality. Rather than approaching the work as a cosmetic refresh, the proposal focused on how Dock & Bay could use visual storytelling to strengthen recognition, increase perceived brand value and create a more consistent customer experience.

The creative direction introduced a typographic update for stronger hierarchy and energy, photography enhancements to elevate colour and lifestyle aspiration, and a graphic language inspired by Dock & Bay’s iconic towel patterns. Drawing from the joyful visual language of murals, the system showed how the brand could “inject brightness into the everyday” across campaign visuals, digital assets and rollout workflows. The proposal resonated strongly with the CEO, who praised the mural-inspired thinking and the strategic clarity of the recommendations.