Type
Personal Project
Services
Brand Identity, Course Development
Industry
Education & Maritime
Status
In Development
The project
Cruising School is a personal project — an online course for long-distance sailors, built from scratch by the team behind Latitude 49. As both the creator and the designer, the challenge was to hold ourselves to the same standard we’d hold any client to.
The scope covers everything: naming, brand identity, course architecture, content framework, and the full digital experience. End-to-end, from blank page to launch — currently in development.
The approach
The audience is specific: sailors preparing for their first offshore passage, or those wanting to go further and stay longer. They value precision, earned trust, and practical knowledge over polish for its own sake. The brand had to reflect that — and being sailors ourselves, we understood it from the inside.
The visual identity draws from navigation and seamanship — clean, purposeful, with a quiet confidence. The course structure was developed in parallel, organising complex subject matter into a clear progression that mirrors how sailors actually think and plan.
Brand Colours
Typography
Rubik
Headings & Display
Karla — body copy, labels, and UI elements. Paired with Rubik for a confident, purposeful hierarchy — clean enough for navigation, human enough for long reads.
The work
The mark — a stylised compass bearing, abstracted from traditional chart notation — anchors the identity without being literal. The wordmark pairs it with a confident, wide-set serif that communicates expertise without pretension.
The course is structured across five modules, progressing from passage planning through to offshore seamanship and emergency procedures. Every lesson is built on the same principle as the brand: no filler, no padding — just knowledge that earns its place.
Work completed to date includes: full brand identity system, brand guidelines, course architecture and content framework, digital lesson templates, log book design, and a complete social asset pack. Launch coming soon.
Where we are
course modules fully structured and in production
of brand, identity, and course framework completed
launch planned — watch this space
“This is the project we build between client work — the one we hold ourselves to the highest standard on, because there’s nobody else to blame if it isn’t right.”
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