dock blocks

A decade-plus design partnership for the modular floating-dock brand that gets built onto lakes, marinas, and government waterways across North America.

Branding & Identity Marketing & Growth Print & Editorial Web Design Web Development

CLIENT

Dock Blocks

INDUSTRY

Marine & Outdoor

SERVICES

Full Spectrum

TIMELINE

Ongoing/Retainer

THE BRIEF

carrying a marine-industrial brand across a decade of surfaces.

Dock Blocks manufactures modular HDPE floating-dock systems — the platforms, lifts, and structures that get built onto lakes, marinas, and government waterways all over North America. A single product family stretches from a homeowner's swim platform to a commercial marina's multi-slip build to a government agency's temporary bridge. The brief was to design and hold a marine-industrial brand across every surface it needs to show up on — two websites a decade apart, the trade-show booth that puts the modules in front of buyers, the dealer and reseller sub-brands that carry the channel program, the always-on rhythm of catalogs, brochures, campaigns, and dealer collateral behind all of it, and now the SEO work that is carrying the new site into search. Over ten years in, the partnership has done all of that, and continues.

WHAT WE DID

brand system & sub-brand family

Designed and maintain the primary Dock Blocks identity across every application — web, print, packaging, and every physical touchpoint the product meets a specifier on.
Developed distinct Dealer and Reseller sub-brand identities that carry the channel program, so partners in the network are recognizably part of the family without competing with the parent mark.
Held the whole system to a single visual discipline that reads unmistakably marine-industrial without losing the modular clarity of the product itself.

two websites, a decade apart

Designed and built the original Dock Blocks website at the start of the partnership — the site that carried the brand through its early growth into marinas, homeowners, and government waterways.
Shipped a complete ground-up rebuild in 2025 — a new site engineered for the way buyers actually shop today, organized by application (floating docks, kayak docks, swim platforms, PWC lifts, drive-on boat lifts, T-docks, barges) and by audience (residential, commercial marinas, government).
Structured every product listing around real installation photography and clear dimensions so specifiers can size a build before a single sales conversation.
Migrated content, redirects, and search authority from the original site into the new one without losing years of accumulated equity.

SEO & organic growth

Currently running the ongoing SEO program on the new site — on-page optimization, technical SEO, and content strategy tuned to the way specifiers actually search for filter modules and dock configurations.
Building topical depth across the site's application pages so buyers searching for a specific configuration — kayak dock, PWC lift, marina slip — land on a page that actually answers the question.
Extending the site's authority into content that supports the sales team on both residential and commercial deals.

print, catalog & trade show

Designed the master product catalog and the ongoing brochure system that puts the modular product line in front of buyers on paper.
Produced the trade-show display architecture — the 10 × 20 booth graphics that put the physical modules in the register they deserve.
Ran the always-on print program: dealer one-pagers, government-facing flyers, label stickers, and the printed leave-behinds every trade show and dealer visit needs.

seasonal campaigns & channel enablement

Ran the seasonal campaign calendar — spring launches, holiday promotions, the annual March Madness bracket-style customer campaign — alongside always-on paid and email work.
Designed the seasonal sale-banner suites that carry every holiday push across the website, display placements, and social — Valentine's through Memorial Day to New Year.
Designed the Owner's Network eNewsletter Ad program and the ongoing email templates that carry the brand into inboxes.
Produced the DBNA Strategic Fit presentation deck for corporate-partnership pitches and the RFP guides that support the sales team on institutional deals.