Midnight Express

Making Waves With 3D Tech

  • Engineering
  • Product Design
  • Strategy

Midnight Boats builds high-performance powerboats and needed digital muscle to match their engines. We navigated them through a total site redesign with a best-in-class dev stack, plus a first-in-the-industry boat builder that has customers turning heads (and buying boats).

A Cruising Web Experience

Using their logo as a starting point, we expanded the brand’s visual identity into a complementary palette of green and orange hues. Paired with a clear but understated typographical hierarchy, we created a fun, charming aesthetic that retains the authority of a nearly century-old institution. This new-meets-old approach also informed our custom iconography, which brings a relaxed feeling to the user experience while driving clear calls to action.

Building a Boat Builder

To truly part the seas, we used 3D modeling to offer what no competitor had: a video game-esque boat builder. Fully interactive, entirely customizable, and easily shareable with a simple URL. It’s a differentiator that’s driving eyes, engagement, and orders.

Despite the fancy front end, the Boat Builder is easily edited on the backend. The client can add additional boats, change parameters, and otherwise alter the Boat Builder experience from the comfort of WordPress.

A Sea Change

Midnight Boats isn’t just the proud owner of a beautiful new site. They’re zooming past competitors online—and in the water—with an unmatched customer experience.

If you demand inspired design, expect digital excellence, and crave a company of committed pros...

Email us at

[email protected]

© Copyright Aftershock Inc. 2023