I was commissioned to create a brand identity and marketing collateral for a thriving boat rental business on the island of Ithaca. The aesthetic choices were informed by a careful analysis of the area’s tourism, target customers, and competitors. The island is primarily chosen by tourists seeking serenity, privacy, and natural beauty, and the business owners prefer to cater to families and customers over 60. The two main competitors on the island have adopted branding that emphasizes the power and performance of their boats and engines. In contrast, the logo I designed is meant to evoke themes of tranquility, discovery, and safety, with the alluring blue of the Greek sea playing a key role. Only the presence of the engine in the logo subtly hints at the technical features and performance of the boats for rent. This approach was intended to both differentiate the brand from its competitors and align with the nature of Ithaca's tourism. A simple, retro style was chosen for the marketing materials to ensure they are easily recognizable and appealing to senior customers.