Fresh from the Field – Stabicraft – Onfire Design
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.
In this week’s FFTF, Onfire Design take us behind their recent web design and build for Stabicraft, New Zealand’s largest trailer boat manufacturer. Pushing the boundaries is something that’s in Stabicraft’s DNA and in partnering with Onfire the brand found a willing crew capable of bringing its digital dream alive.
Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.
As the world’s most disruptive trailer boat, it made sense for Stabicraft to source a disruptive agency to design and build its new website.
When it comes to Marine industry marketing, Onfire has been shaking up the category for years. From superyachts to trailer boats, motoryachts to marine electronics, the team just loves to work on water – something that Stabicraft had noticed.
The assignment was as deep as you would expect from New Zealand’s largest trailer boat manufacturer and took 12 months to plan and build. Furthermore, with sales expanding overseas, the website had to compete on the international stage while maintaining its Kiwi identity.
The Design Process:
Working in partnership with Stabicraft’s internal team, Onfire selected Silverstripe for its ease of use and intuitive CMS – something that’s also well recognised by several NZ Government Agencies and banks.
As Onfire’s Sam Allan outlines, “Stabicraft place a lot of emphasis on user friendly design that is fit for purpose. The Onfire team looked to mimic this ethos, ensuring the website was visually appealing, easy to navigate, and educational. We introduced ‘Stabi TV’, a central hub for all video content, which meant users could learn about the boats and brand without being led away from the website.”
Pushing the boundaries is something that’s in Stabicraft’s DNA and in partnering with Onfire the brand found a willing crew capable of bringing its digital dream alive.
As Marketing Manager, Daniel Upperton, sums up, “Since inception, Stabicraft has been at war with the status quo – this digital journey is about striving to be the best across every aspect of the business.”