Fury’s experiences were divided across separate websites, dashboards, and locations. The existing Key West website was difficult to navigate, important information was buried, and bringing everything together introduced a new challenge: supporting three destinations without creating confusion or compromising Key West’s established business and search visibility.
I created a shared experience that kept Key West as the primary entry point while making Marathon and St. Augustine polished, visible, and easy to explore.
The strategy simplified navigation, standardized activity presentation, clarified departure locations, and prioritized speed throughout the booking journey.
A unified, location-aware website direction designed to scale across destinations, activities, seasonal offerings, and future expansion.
Discovery established four priorities:
These requirements made information architecture and system design as important as the visual redesign.
The homepage maintained a Key West-first hierarchy while creating clear entry points into Marathon and St. Augustine.
Location landing pages gave each destination its own activities, departure details, and supporting content without making the three locations feel like unrelated websites.
Similar experiences could operate differently depending on their destination, vessel, or departure point. Location labels were therefore integrated into navigation, activity cards, headers, and booking paths.
Visitors could understand where an experience operated before reaching the final booking step.
A shared activity-card system made a large catalog easier to scan across locations.
Each card prioritized:
Secondary information was intentionally removed from cards to reduce decision fatigue.
Persistent Book Now actions, scannable activity details, and prominent FareHarbor calendars kept booking accessible throughout the experience.
The navigation supported browsing by both location and activity type, allowing visitors to begin with whichever decision was easier for them.
The original direction included interactive maps, but their performance cost conflicted with the goal of a fast, mobile-forward website.
The experience instead used static imagery or lightweight map embeds, limited video, compressed photography, and restrained motion. This kept important departure information visible without slowing the path to booking.
The website needed to feel like a real Florida adventure rather than a polished luxury resort.
Blue provided the primary foundation, white supported clarity, and red was reserved for high-attention moments such as booking actions.
Rich guest photography, families, crew interactions, boats in motion, sunsets, and water created an energetic visual foundation. Rounded cards, varied image shapes, asymmetrical actions, and layered compositions prevented the interface from feeling rigid or overly corporate.
The website direction established reusable patterns for:
The shared system created consistency while still allowing each destination to present its own activities, imagery, departure points, and local content.
The experience was designed around vertical mobile browsing, clear activity comparison, and highly visible booking actions.
Layouts became simpler as screen space decreased. Location context remained visible, activity information stayed scannable, and imagery supported the experience without obstructing essential content or slowing the page.
The handoff documented the responsive layouts, reusable components, location variants, content hierarchy, booking behavior, and performance considerations needed to build the unified experience consistently.
It also identified the areas that required flexible content management, including seasonal activities, featured events, location-specific footers, and future destination expansion.
The central design challenge was not simply combining three websites. It was deciding what should remain shared, what needed to change by location, and how to preserve the strength of the primary Key West business within a scalable system.
Treating location as a persistent part of the interface made the experience easier to navigate today while creating a clearer foundation for Fury’s future growth.
