Golden hour,
not gold leaf.
Everything on this page exists so that LuxSea looks like LuxSea on a flyer, a story, a dock sign or a page nobody has designed yet.
The one idea
If a decision doesn't serve this sentence, it's the wrong decision.
The boat day you throw for your people.
Who it's for
Miami families and friend groups, largely Spanish-speaking, celebrating something real — a birthday, a bachelorette, a cousin visiting, a Sunday that needed to be different. Not corporate charter clients and not wealth tourists.
What we're not
Not a luxury yacht broker. Not a nightlife brand. Not a fleet. Every competitor in Miami sells access to somebody else's boat with a black-and-gold logo on it. LuxSea sells the opposite: three boats we own, and the captain's own phone number.
The proof
Three boats. A captain who answers. One price that covers boat, captain and fuel. Two languages. Everything posted is a real charter day.
The mark
An amber sun cut by the horizon with turquoise water under it: the badge reduced to the two shapes that survive at 34 px. The full logo, with the boat and the palm, is for print and social.
Do
- Keep clear space around the mark equal to the height of the sun disc.
- Colour the SEA half of the wordmark turquoise on a light ground, echoing the turquoise MIAMI in the full badge.
- Use the mark alone once the wordmark is under 22 px tall — the ripples survive, small letters don't.
- Put the mark on a photograph only where the water is calm and dark enough to hold it.
Don't
- Add a gradient to the sun. It's a flat disc; that's the whole idea.
- Rotate, outline, emboss or drop-shadow any part of the mark.
- Set the wordmark in gold, or in a script or serif face.
- Stretch the ripples to fill a space — their spacing is the rhythm of the logo.
Colour
Three colours, straight off the logo, each with one job. Navy is structure and ink. Turquoise is anything you can click. Amber is the sun, and it only appears on dark grounds, where it can stay bright without dropping under 4.5:1.
Do
- Let turquoise take a whole section when the moment deserves it. Half-measures read as timid.
- Use white text on turquoise fills, always.
- Keep the page white. The warmth belongs to the colour and the photographs.
Don't
- Reach for black and gold. That's every competitor in Miami, and it's the reason to look different.
- Add turquoise, lime or hot pink. Miami-Vice pastel is the other obvious answer, and it cheapens the price.
- Tint the background cream to feel warm. The amber does that job, and cream is the look every other charter site already has.
Typography
Archivo Narrow for anything loud, Outfit for anything read. Two families, split by job, not by decoration.
Sale el sol, sales tú
Cumpleaños · Despedidas · Familia
Trae el bizcocho, la comida, los globos y tu playlist. Llegamos temprano, montamos el bote y guardamos el bizcocho en frío hasta que lo pidas.
Hasta 12 invitados · 4 · 5 · 6 horas · Miami Beach
Do
- Write Spanish and English as equals. The Spanish is the voice, not a translation bolted on.
- Keep sentences short enough to read on a phone at the dock.
- Use real numbers — 12 guests, 4·5·6 hours, 45 feet. Specifics are the brand's proof.
Don't
- Set body copy in all caps, or add tiny tracked-out labels above every heading.
- Write "luxury", "exclusive", "VIP" or "elite". The boats speak for themselves, and those words belong to the brokers.
- Mix in a third typeface. Weight and size carry the emphasis.
How LuxSea talks
Like the captain would, if he were standing next to you. Warm, specific, unimpressed by its own product.
Say the real thing
"Guardamos el bizcocho en frío hasta que lo pidas" beats "premium onboard hospitality". One is a fact you can picture; the other is a brochure.
Name the awkward part first
Price, headcount limits, weather. Saying it before the customer asks is the fastest trust there is — especially against brokers who won't.
Talk to the group, not the buyer
The person paying isn't the only one on the boat. "Tu tía no se queda fuera de la conversación" sells the day better than any spec list.
Never oversell the sunset
It's already the best thing about the product. Describe it plainly and let it do the work.
Photography
Every image on this site came off @luxseamiami. That rule is the identity — the day it breaks, the brand becomes another broker.
Do
- Shoot low light and late light. Golden hour is the brand; midday is just a boat.
- Keep people in frame. An empty deck is a listing photo, not a celebration.
- Post the drone pull-back. The green water and the orange sunpads are the palette, for free.
- Leave phone-shot texture alone. Slightly rough and clearly real beats polished and generic.
Don't
- Buy stock photography of boats that aren't ours. Ever.
- Burn captions into images that will be reused on the site.
- Crush the shadows into a "luxury" look. Keep the water readable.
- Crop the horizon out. The horizon line is in the logo for a reason.
Where it shows up next
Profile picture: the mark on navy. Bio in Spanish first, English second, with the phone number visible. Highlight covers use the mark on turquoise, one per celebration type.
WhatsApp & replies
Answer in the language the customer wrote in. Lead with the whole price. The first message should contain a number, not a request for more information.
Google Business Profile
The single biggest gap right now. Same name, same photos, both departure points, both languages listed. This is where "boat rental miami" searches actually land.
On the dock
Mark only, one colour, on the boat and on the cooler. At that size the wordmark disappears anyway.
That's the whole identity
Three boats, two languages, one captain, and a sun that's already touching the water.