FIRST MATE
Designing a Connected Boating Ecosystem
Digital Ecosystem · Product Design · Brand
DIGITAL ECOSYSTEM · BRAND · PRODUCT DESIGN
FIRST MATE
Designing a Connected Boating Ecosystem
Digital Ecosystem · Product Design · Brand
DIGITAL ECOSYSTEM · BRAND · PRODUCT DESIGN
FIRST MATE
Designing a Connected Boating Ecosystem
Digital Ecosystem · Product Design · Brand
DIGITAL ECOSYSTEM · BRAND · PRODUCT DESIGN
THE PROJECT
THE CHALLENGE
FirstMate brought together a wide range of information and services around a single journey. The challenge was to make this complexity immediately clear and easy to navigate, while building the confidence needed for a service responsible for such a central part of the boating experience.
FirstMate is a service designed to support amateur skippers throughout their boating trips — from planning and navigation to recommendations, weather, practical information, and human assistance.
THE PROJECT
THE CHALLENGE
FirstMate brought together a wide range of information and services around a single journey. The challenge was to make this complexity immediately clear and easy to navigate, while building the confidence needed for a service responsible for such a central part of the boating experience.
FirstMate is a service designed to support amateur skippers throughout their boating trips — from planning and navigation to recommendations, weather, practical information, and human assistance.
THE PROJECT
THE CHALLENGE
FirstMate brought together a wide range of information and services around a single journey. The challenge was to make this complexity immediately clear and easy to navigate, while building the confidence needed for a service responsible for such a central part of the boating experience.
FirstMate is a service designed to support amateur skippers throughout their boating trips — from planning and navigation to recommendations, weather, practical information, and human assistance.
THE APP
THE APP
THE MAP
The map is the central interface of the FirstMate experience. Built around Google Maps, it combines navigation with a visual overview of the places, services, and recommendations available along the journey.
THE MAP
The map is the central interface of the FirstMate experience. Built around Google Maps, it combines navigation with a visual overview of the places, services, and recommendations available along the journey.
THE MAP
The map is the central interface of the FirstMate experience. Built around Google Maps, it combines navigation with a visual overview of the places, services, and recommendations available along the journey.
A VISUAL LANGUAGE FOR THE MAP
More than 50 map icons were developed across distinct categories, each using a dedicated visual and color language. The icon system was designed to remain highly recognizable at small sizes and across demanding outdoor conditions, from reflections and movement to changing weather.
A VISUAL LANGUAGE FOR THE MAP
More than 50 map icons were developed across distinct categories, each using a dedicated visual and color language. The icon system was designed to remain highly recognizable at small sizes and across demanding outdoor conditions, from reflections and movement to changing weather.
NAVIGATION AROUND THE MAP
FirstMate brought together a wide range of information and services around a single journey. The challenge was to make this complexity immediately clear and easy to navigate, while building the confidence needed for a service responsible for such a central part of the boating experience.
NAVIGATION AROUND THE MAP
FirstMate brought together a wide range of information and services around a single journey. The challenge was to make this complexity immediately clear and easy to navigate, while building the confidence needed for a service responsible for such a central part of the boating experience.
NAVIGATION AROUND THE MAP
FirstMate brought together a wide range of information and services around a single journey. The challenge was to make this complexity immediately clear and easy to navigate, while building the confidence needed for a service responsible for such a central part of the boating experience.
THE BRAND
THE BRAND
THE LOGOTYPE
The logo combines a lighthouse and a directional arrow — a visual expression of guidance and a smoother journey.
THE LOGOTYPE
The logo combines a lighthouse and a directional arrow — a visual expression of guidance and a smoother journey.
ANIMATIONS
The animations bring a warm, human touch to the brand, echoing the camaraderie of the skipper forums that first inspired the service.
ANIMATIONS
The animations bring a warm, human touch to the brand, echoing the camaraderie of the skipper forums that first inspired the service.
By giving a wide range of services one clear interface, the project turned a complex journey into a companion skippers can trust from planning to open water.
Creative & Product Direction · Co-founder, ALKO
© 2026 LAURA ERBACHER