Objective & Challenge
Magic Sea Ferries’ previous website no longer reflected the expectations of the modern traveler, nor the identity of a company operating across some of Greece’s most captivating seascapes. The challenge was to create a digital experience that seamlessly combines aesthetic renewal with functionality and accessibility, while delivering clear and immediate information about the fleet, routes, and destinations.
Strategy & Creativity
The creative direction was inspired by the deep blue of the Aegean Sea, shaping a visual identity that conveys clarity, freshness, and maritime energy. Emphasis was placed on legible typography and strong color contrast to ensure content remains easy to navigate and digest. Moreover, accessibility features such as adjustable font sizes and high-contrast modes were integrated to support users with visual impairments, ensuring an inclusive browsing experience.
Our strategy went beyond information delivery, aiming to create a journey that inspires visitors to explore destinations and emotionally connect with the travel experience even before boarding.
Implementation & Results
The new website was designed to offer immediate access to essential information, from fleet details to routes and destinations, through a clean navigation structure. The visual upgrade was paired with a substantial enhancement in user experience, clearly reflected in performance metrics. Overall traffic increased by 93.1%, while organic traffic saw an impressive rise of 150%. Additionally, the average session duration grew by 48%, highlighting stronger user engagement.
The results confirm that Magic Sea Ferries’ new digital presence is not only more refined and functional, but also significantly more effective in delivering high-quality information through a seamless and user-friendly experience.
This approach earned INK Design an Award at the Indie Awards, recognizing excellence in digital design and user experience within the travel and tourism sector.
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Every award is a story of collaboration, vision, and impact. They remind us that design is not just about aesthetics, but about shaping experiences that resonate deeply.