Digital & Print Design
World Cat Boats
A leading manufacturer of power catamarans.
Role
Focus
Tools
Team
Brittany Huey, Art Director
Mark Jerkins, Account Executive
Tinsley Creative, Agency
Too long; didn't read
The Client
World Cat manufactures power catamarans. Where a traditional monohull boat pounds through waves, a catamaran's dual-hull design absorbs the impact. The ride is smoother, more stable, more comfortable over long distances and rough water. For older boaters or anyone with back problems, it can genuinely extend the years they spend on the water.
That functional advantage is World Cat's core selling proposition. But it's also where the interesting marketing problem begins: how do we get monohull purists to make the switch?
The brand strategy
The World Cat relationship spanned multiple years and required a two-pronged approach.
My role
Primary designer on the World Cat account within Tinsley Creative
In practice, that meant being the person World Cat's brand ran through at the agency level. Every deliverable went through my hands before it went to the client or to press. At that volume and duration, the job is not just design execution; it's institutional knowledge: knowing why a color decision was made two years ago, remembering which visual treatment the client rejected and why, understanding which campaigns had performed and which had quietly been discontinued.
The work
The scope of this engagement was among the most extensive of my career.
What I learned
Four hundred emails is not a number to apologize for. It's evidence of a client relationship built on trust accumulated over time; trust that the work would be right, that the brand would be represented faithfully, that the deadline would be met. That trust is earned. It doesn't come with the first project or the second. It comes from showing up consistently, at quality, across enough repetitions that a client stops thinking about whether the work will be good and starts thinking about what they want to make next.
The bootstripes are the detail that stays with me. Almost every World Cat that leaves the factory carries a piece of design work that will outlast most marketing materials by decades. Emails get deleted, magazines get recycled, but the boats are still on the water.
