ASP Ships • 2025
Transforming an underdeveloped maritime brand into a modern corporate website and modular digital system.
Overview
ASP Ships needed a corporate website capable of presenting a global maritime services group with more clarity, confidence, and distinction. The project began as a web and UI assignment, but the existing brand lacked the digital foundations required to support the site. I developed a practical digital identity while designing the website — defining the art direction, interface language, modular system, imagery approach, and key expressions.
The work covered corporate web design, UI, light UX, ergonomic page structures, and a large set of reusable modules across services, heritage, leadership, global presence, insights, and operational content. The result was a modern, elegant, and distinctive corporate website system that gave the brand a stronger digital presence and a more coherent way to present its maritime expertise.
Role
Digital Design Lead, Creative Direction, Art Direction, UI System Lead
Disciplines
Corporate Website Design, Digital Identity, UI Design, Art Direction, Responsive Web Design, Modular Design System, Brand Expression
fig. The art direction combined maritime photography, operational atmosphere, deep blues, sharp contrast, and navigation-inspired graphic elements to create a more premium and distinctive corporate presence.
A modular UI system aligned a large set of page types and content blocks, giving the site enough flexibility to support services, heritage, leadership, insights, global reach, and operational messaging.
The website became the place where the brand identity was effectively built — translating a weak visual starting point into a clearer digital language for a global maritime services group.
WHAT CHANGED
The project gave ASP Ships a digital identity where none really existed. Instead of designing isolated website pages, the work created a coherent interface and visual system capable of carrying the company’s maritime services, global reach, operational expertise, heritage, and leadership content.
The value was in making the brand feel structured, contemporary, and credible — while keeping the system modular enough to support a broad corporate website with many page types and reusable content patterns.
One
shot validation
20+
Reusable modules
1
New sub-brand created
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