James Boughman, a single dad and adventurer, shares his sailing life along WA’s coast with his daughters on YouTube. He came to the studio to turn his coffee subscription into a full brand—with a website, packaging, and identity that captured his story and adventurous spirit.
Salty Jocks
Back to all work
James had already laid the foundation with his YouTube channel and personal brand—my job was to amplify that across the website.
Salty Jock isn’t just a brand; it’s a gathering place for like-minded legends who value adventure, honesty, and grit. Through sea stories, coffee rituals, and real reflections, the site and socials foster a community that feels seen—and proud to rep the life they live.
Community
The identity for Salty Jock was designed to feel rugged, real, and full of heart—just like James and the people he’s speaking to. I created a logo that could sit just as comfortably on a coffee bag as it could on a boat or a weathered tee. It needed to resonate with salty sea dogs, fellow dads, ocean travellers, and anyone who says yes to life’s rough-and-ready adventures. If you’re a bit of a rough diamond, Salty Jock’s for you.
Identity
James’ mission is to show the world that there’s more than one way to raise kids. His fans are hooked on his journey, admiring his courage and dreaming of a life like his. It’s not always easy, but James makes it happen—and that’s more than most can say.
Purpose
Website
Packaging
Brand Identity
Brand Strategy
The Build
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James didn’t just get a business—he got a brand. We crafted his story and built a high-calibre online presence that makes it easy for potential sponsors to understand his vision and get on board.
A digital home that attracts potential sponsorships
From brand identity to labels to website build, James launched his business in just a few weeks. I supported him with printing decisions, integrated payment systems, and guided him through every step. By the end of the project, his site was live, functional, and ready to go.
Turn-key business with everything he needed to launch
We built the backend so James can be out sailing while orders roll in seamlessly. With an automated system that sends orders straight to dispatch, he never has to handle the product himself. These smart systems keep his brand running smoothly, giving him more time to focus on growth—and being a dad.
Seamless website linking directly to suppliers
Results
