Prepared: March 28, 2026
Decision owner: Will Linehan
Status: CRITICAL PATH — websites cannot launch without these marks
Four logos. Two brands. One visual ecosystem that must feel like it was always there.
The tone across all four: quiet confidence, heritage that feels earned, zero flash. Loro Piana not Louis Vuitton. The kind of mark a charter broker sees and immediately understands the caliber.
Website: constructlondon.com
Specialty: Luxury brand creation for UHNW audiences. Heritage brands. Hotels. Fashion houses.
Notable clients: Aman, Claridge's, The Dorchester, The Connaught, Harrods, Boodles, Mulberry, Net-a-Porter, Harvey Nichols, Frette, Hotel Bel Air, Capella, Selfridge's, The Berkeley
Why they fit: Georgia Fendley designed the Aman identity — the single best example in the world of what "quiet luxury" looks like as a wordmark. Her portfolio reads like a list of places Will's clients actually stay. She understands the UHNW audience because it IS her audience.
Estimated pricing: $30K-80K+ for a four-mark identity system.
Risk: May be overqualified / too expensive for current stage. Long lead times likely.
Website: pentagram.com
Specialty: World's largest independent design consultancy. Sascha Lobe specifically has done yacht company branding (Iltchi) with nautical navigation and compass motifs.
Notable clients: Mastercard, Saks Fifth Avenue, The New York Times, Rimowa. Lobe specifically: Iltchi Yachting, Porsche Museum, Deutsche Bahn.
Estimated pricing: $50K-150K+ for the full system.
Risk: Big firm dynamics. You would work with Lobe's team, not necessarily Lobe directly.
Website: matterofform.com
Specialty: Luxury brand strategy, CX, and design for hospitality, travel, and real estate.
Notable clients: Belmond, Aman, National Geographic/Lindblad Expeditions, Breitling, Yachting Partners International, Heckfield Place, Chelsea FC Foundation
Why they fit: They designed the Belmond brand. They have worked with Yachting Partners International — an actual superyacht charter company. The overlap with Shore Party's world is almost perfect.
Estimated pricing: $25K-60K for identity work.
Risk: More of a full-service agency. You might pay for strategy you don't need.
Website: commission.studio
Specialty: Brand identity, print, and art direction for fashion, luxury, and culture.
Notable clients: DKNY, Rimowa/LVMH, various luxury fashion houses.
Why they fit: Their strength is in the CRAFT of luxury identity: unusual print processes, tactile materials, embossing, debossing, foil. For the Shore Party pennant and VL crest, the physical production of the mark matters as much as the digital version.
Estimated pricing: $20K-50K for four marks with production guidance.
Risk: More fashion-oriented than hospitality/maritime.
Website: galle.com
Specialty: Luxury brand identity for fashion, travel, and hospitality.
Notable clients: Faberge, Asprey, Garrard, Jimmy Choo, Yves Saint Laurent, Boucheron, Villa Feltrinelli, Marbella Club
Why they fit: Three of the world's most prestigious jewelers — all brands with heraldic and crest-based identities. They understand how to render heritage marks with modern clarity.
Estimated pricing: $15K-40K for a four-mark system. Likely more accessible than Construct or Pentagram.
Risk: Smaller studio. Check current capacity.
Website: relevanceyacht.com
Specialty: Full-service branding agency exclusively for the superyacht industry.
Notable clients: Fraser, Northrop & Johnson, Worth Avenue Yachts, Oyster, Nobiskrug, Quantum
Why they fit: The only agency on this list that works EXCLUSIVELY in the superyacht world. Zero context-setting needed.
Estimated pricing: $10K-30K. More accessible pricing.
Risk: Portfolio leans more corporate-maritime than quiet luxury. Best suited for SP marks specifically.
Website: bureauborsche.com
Specialty: Concept-driven visual identity for luxury fashion, sport, and culture.
Notable clients: Balenciaga, Givenchy, Louis Vuitton, Moncler, Rimowa, BMW, Adidas, On Running, Birkenstock, Inter Milan
Why they fit: Mirko Borsche's Inter Milan crest redesign is directly relevant — he took a heraldic football club crest and made it modern, reductive, and powerful without losing its soul. That is EXACTLY what the VL shield needs.
Estimated pricing: $40K-100K+. Premium European studio rates.
Risk: Very fashion-forward aesthetic. May push the VL crest in a more avant-garde direction than the Princeton/Take Ivy tone Will has in mind.
She is the answer. The Aman identity is the Rosetta Stone for everything Shore Party and Vibey League want to be. Georgia took a 28-year-old luxury hospitality brand and distilled it to its absolute essence — a logotype that feels ancient and modern simultaneously, that whispers rather than announces, that signals to the people who already know.
Her client list IS the world Will operates in. Claridge's, The Dorchester, The Connaught, Hotel Bel Air — these are the hotels his clients stay in. Boodles is the jeweler they buy from. Frette is on the beds of the yachts he works on. She does not need to be educated about this audience.
Galle's Faberge/Asprey/Garrard work demonstrates they can execute heraldic luxury at the highest level. More accessible than Construct, likely faster.
If you want to split the brief: RELEVANCE YACHT (SP marks) + BUREAU BORSCHE or CONSTRUCT (VL/FH marks). The risk is visual coherence, but a shared brief and color palettes mitigate this.
Pick your top 2-3 from this list. I will draft outreach emails to each, tailored to their portfolio and positioning, referencing specific work of theirs that aligns with the brief. The emails should come from you directly — this is a founder-to-designer conversation, not a procurement process.