Golden Arrow

Brief / Challenge

Golden Arrow is a seasoned bunkering supplier operating in a rapidly evolving maritime landscape. Their mission is clear: help the shipping industry transition toward greener, more sustainable fuel solutions. While their service offering was strong, their visual identity and website didn’t fully communicate their reliability, environmental commitment, or modern approach to bunkering.

They needed a brand identity and website that projected trust, professionalism, and environmental forward-thinking — a visual system that could speak confidently to ship operators, sustainability officers, and maritime partners.

Role

As lead designer at Érimón Studios, I delivered:

• A refreshed brand identity and visual language

• A modern, trustworthy logo system

• A full website design with UX/UI focus

• Supporting brand elements including color palette, typography, iconography, and layout guidelines

I collaborated closely with the Golden Arrow team to ensure the identity aligned with their values, operational realities, and long-term sustainability goals.

Process

Discovery & Brand Positioning
I began by understanding Golden Arrow’s core message: reliable bunkering with an environmental edge. Their double-hull barges, fast delivery, and ability to offset carbon emissions position them as both dependable and future-focused. This became the conceptual foundation of the new visual identity — blending strength with environmental responsibility.

Logo Exploration & Development
The logo needed to feel maritime, stable, and directional. I explored symbols inspired by navigation, arrow forms, and clean geometric shapes. After multiple iterations, we arrived at a mark that feels bold and purposeful: a refined arrow motif that suggests forward movement and precision, paired with clean typography to reinforce trust and clarity.

Color Palette & Visual Language
The colour system balances maritime reliability with environmental consciousness. Deep navy and industrial tones convey strength and operational dependability. Fresh greens and teal accents hint at sustainability and progression, without leaning into overly “greenwashed” aesthetics.

This palette became the backbone of both brand materials and the web experience.

Web Design & UX Structure
I designed the website to guide users through Golden Arrow’s offering in a simple, intuitive way:

• Clear service breakdowns (marine fuels, carbon offsetting, sustainability guidance)

• Strong calls-to-action for inquiries and operational support

• Visual storytelling around their fleet, double-hull safety measures, and environmental commitments

• Space for future content expansion as the company grows into new sustainability initiatives

The layout emphasises clarity and credibility, ensuring users can quickly understand Golden Arrow’s value — “fuel and sustainability needs, all in one simple transaction.”

Supporting Brand Elements

I also developed:

• Iconography for services and fuel types

• Layout rules for digital and print communications

• A consistent typography system for modern, legible communication across all platform

These elements ensure the brand remains coherent whether on a website, in presentations, or in operational documentation.

Solution / Outcome

The final identity positions Golden Arrow as a modern maritime player: dependable, forward-thinking, and environmentally aware.

The logo carries a sense of direction and operational precision. The colour palette bridges maritime tradition with sustainability ambitions. And the website presents Golden Arrow as a trusted partner that can meet bunkering and environmental needs efficiently and transparently.

Together, the identity and site create a cohesive, professional presence—one that speaks confidently to both long-standing clients and emerging sustainability-focused partners.

Impact (Design-Led)

• Golden Arrow now has a brand that reflects their dual focus on reliable bunkering and environmental stewardship.

• The new website offers clear navigation and messaging, helping them communicate value to shipowners, operators, and sustainability stakeholders.

• The visual identity has increased trust and consistency across all communication touchpoints.

• The structured design system allows the company to expand services and sustainability initiatives without compromising brand integrity.

Lessons Learned & Best Practices

• Blend industry tradition with innovation: Maritime brands benefit from a grounded, trustworthy look — but can still signal modern values through colour, layout, and iconography.

• Sustainability messaging must feel authentic: Subtle visual cues can be more effective than overly literal “green” design.

• Design for clarity first: In industries like bunkering, clear communication is as important as visual appeal.

• Create a scalable system: A strong identity supports future growth in both digital and sustainability efforts.