Silverline Cruisers are one of the Shannon River’s oldest and best-loved boat hire companies. A family business based in Banagher Co. Offaly, they offer an amazing overall boating experience combined with unrivalled service.

The existing identity was outdated and didn’t inform or reflect the overall sense of enjoyment the company and the experience provided. Through the brand identity, we wanted to correctly convey this experience to the tourist audience, many who are from other parts of the world, without having to be there. The S symbol is a collection of two sets of horizontal lines moving in both directions, one set being a reflection of the other, mimicking the way the light shimmers on the river and the reflection of the water. The lines also feature in the icon set and inform the construct of reflective wave pattern, creating a dynamic sense of motion across the brand identity.

To immerse ourselves in the experience, we spent a few glorious days on the boats, cruising the Shannon and chatting to some of their loyal customers. Three words kept surfacing; Freedom, Adventure and Nature. This helped to guide the direction of their new identity and narrative.

The largest and most challenging aspect of the project was their new website. It has its own custom booking engine that uses interval partitioning to optimise availability across 40+ plus boats of 12 different berth sizes to ensure no customer is disappointed and no boat goes idle. The website also showcases the full Shannon experience and provides customers with detailed information around activities and itineraries for all types and tastes.

The language brings the identity to life and expresses the key sentiments felt when cruising on the Shannon and exploring what the river has to offer; its vastness, beauty and sense of adventure. Works included design and production of all touchpoints including brochures, website, video, signage and flags, fleet branding, uniforms and merchandise.

'CI are a wonderful team to work with – engaging, genuine, caring and highly skilled professionals.

We entrusted them to deliver a complete new identity for our family business of over 50 years – a premium Shannon cruising company providing boat rental in Ireland. The dedication and focus to detail is evident with every single project they are involved in, and they always exceed expectation.'

–

Barbara Smyth,
Director,
Silverline Cruisers