Destiny Marine Website Build
Destiny Marine is a small boats dealership that supplies South East Queensland.
It’s the largest licensed Mercury supplier on the Gold Coast, acting as a one-stop dealership and service centre for boaties across the lifespan of their vessels.
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Location
Gold Coast, Australia -
Company Size
5 to 19 employees
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Founded
2015 -
Industry
Watercraft Retailing
Website walkthrough with …
Claire Sempf
Website Developer
Approach
Site Strategy
When motor vehicle retailer Cameron Dealerships acquired a stalling Destiny Marine in 2025, a new website was a cornerstone of the turnaround plan.
The existing WordPress site was functional, but stale.
It needed to be replaced by a fully featured online storefront – somewhere that boaties could browse new models, find parts, and book services.
Just as importantly, the new site had to emphasis Destiny Marine’s revised brand positioning: a one-stop centre for Mercury Marine sales and servicing.
Words
Copy Orchestration
As a boat dealership, Destiny Marine didn’t need reams of explanatory text.
Instead, we kept the copy deliberately essentialist, making it simple to skim and absorb.
That simplicity was balanced by an energetic brand voice sprinkled with colloquialisms and catchy turns-of-phrase.
Destiny Marine served boaties – so that’s who its website had to speak to.
Visuals
Interface Design
Good visual design is a signifier – a digital reflection of the product experience.
We adopted a flat design aesthetic that drew inspiration from boat brands like Haines Hunter:
Sleek, intuitive, and engineered for speed, with a palette grounded in the Destiny Marine brand colours.
At the same time, we needed to communicate what Destiny wasn’t.
Rajdhani – a muscular typeface, rendered boldly in all-caps – kept the site from straying into the territory of luxury powerboat brands.
Code
Site Development
Destiny Marine needed to showcase its range of vessels – new and old – via an existing inventory management tool.
Unfortunately, the tool’s current WordPress plugin wasn’t fit for purpose.
Rather than pushing for a costly migration to a different tool, we built a complementary plugin that captured the information being pushed out, then remodelled it a visually attractive, SEO-friendly format.
Each boat added to the inventory management tool was automatically featured on the site in an e-commerce-style layout, complete with a dynamically populated product page that contained key information like specs, images, and a brochure.
Home Page Comparison
Before
After
Before
After
