Silverline Cruisers


Designed by Conor Flood and Matthew Dillon at CI Studio

Digital Design: Conor Flood

Strategy: Mel O'Rourke

Photography: Ruth Connolly

Web Development: James Delaney

Video: Cian Brennan

Categories: Website / Print / Identity

Industry: Commercial

Tags: Photography / Rebrand / Travel and Tourism / Video


Silverline Cruisers are one of the Shannon River’s oldest and best-loved boat hire companies. A family business based in Banagher Co. Offaly, they offer an amazing overall boating experience combined with unrivalled service, with customers from Ireland and further afield coming back year in year out to holiday in this beautiful stretch of water. Their existing identity was very dated and didn’t inform or reflect the overall sense of enjoyment the company and the experience provided.

As part of our research, we spent a few days on the Silverline boats, cruising the Shannon to get a proper sense of the offering and chatting to some of their other loyal customers. Three words kept surfacing; Freedom, Adventure and Nature. This helped to guide the direction of their new identity.

The S symbol is a collection of two sets of horizontal lines going in both directions, one set being a reflection of the other to mimic the reflection of the water and the way the light shimmers on the river. The lines also feature in the activity icon set and informed the design of reflective wave pattern, creating a dynamic sense of motion across the brand. The consistent use of typography also helps reenforce brand recognition.

The language brings the identity to life and expresses the key sentiments felt when cruising on the Shannon and exploring what the river has to offer; its vastness, beauty and sense of adventure. Works included design and production of all touchpoints including brochures, website, video, signage & flags, branding of fleet, uniforms and merchandise.