Fairlead Outdoor

Creating a branding system and website for a premium outdoor furniture company.

Problem Statement:

Fairlead Outdoor is a new premium outdoor furniture brand based in Miami, built for durability in tropical climates while maintaining refined craftsmanship. The founder needed a brand identity that felt authentic and elevated, while clearly differentiating the company from existing outdoor furniture brands.

Solution:

I partnered closely with the founder to define the brand’s vision and positioning. I developed a cohesive brand system inspired by the Mediterranean coast, featuring a vivid color palette and a distinct visual language that sets Fairlead Outdoor apart from competitors. I then applied the system to the company’s first website, building it on Shopify with custom-coded components to ensure a clear, intuitive navigation experience.

Credit:

Fairlead Outdoor
Matt Wakeling

Researched about Mediterranean aesthetic through photos, publications, and website. Visually documenting everything that may be a clue to creating a unique brand system.