Refreshed branding and a group of websites for Bosfor Group

Key goals and challenges

Bosfor Group runs four related sailing businesses - the group hub, yacht charter, crewed cruises and the BALI catamaran dealership. Each of them lived on a separate website, with its own identity and its own service logic. Our job was to bind them into one recognisable brand and to straighten out the key journeys: finding and booking a yacht, and exploring the catamaran offer.

A coherent brand ecosystem

The four sites looked like four different companies. We refreshed the Bosfor Group branding and built a single visual system in which Charter, Rejsy and BALI Dealer read as parts of the same group while keeping their own character - the BALI dealer, for instance, got its own distinct accent.

Booking instead of a phone call

Choosing a yacht relied mostly on phone and email. We designed a search flow where the customer picks the number of weeks, the date range and the yacht type, and the system shows available units - with filters for price, deposit and boat type.

A data-driven catalogue

The yacht and catamaran offer was scattered and descriptive. We organised it into product cards with technical data - model, year, length, cabins, berths, deposit - and a booking summary. The BALI catalogue we arranged into comparable models with cabin layouts.

The process

A project of this scale needs a foundation before the first screen exists. We started with the brand and the system, and only built the individual sites on top of them - so that the four sites speak one language rather than four.

Branding and brand strategy

We refreshed the Bosfor Group identity and laid out the sub-brand architecture - Group, Charter, Rejsy and BALI Dealer - so the user always knows where they are and how to move between parts of the group. We also set the tone of voice: aspirational and adventurous, but concrete.

A design system as the foundation

Instead of designing each site separately, we built a shared component library: cross-brand navigation, yacht cards, technical spec tables and a booking widget. As a result the four sites are consistent, and every change propagates from a single place.

UX/UI design of the sites

On top of the system we designed the key journeys: the group homepage split into BALI Catamarans, Charter and Rejsy, the charter search and results with filters, yacht cards with a gallery and a booking summary, and the BALI model catalogue with unit comparison and cabin layouts.

Delivery and team enablement

We prepared the project so the development team could implement it smoothly and the Bosfor team could manage the offer and the fleet on their own. We supported the rollout, keeping the design faithful and answering questions as they came up.