The Town of Palm Beach Marina unveiled its third major brand campaign, The Quiet Side of Luxury. Designed to resonate with today’s discerning yachting audience, the campaign positions the Marina as a discreet, world-class destination defined not by spectacle, but by service, privacy, and effortless refinement.

The campaign celebrates the Marina’s unique role within Palm Beach: an enclave where superyachts arrive quietly, white-glove service is intuitive rather than intrusive, and luxury is expressed through restraint. The creative reflects the Marina’s enduring promise as The Only Superyacht Marina in the Town of Palm Beach, while speaking fluently to a global audience fluent in understatement.

The campaign builds on the Marina’s previous successes. Anchored in the Heart of Palm Beach (2021) introduced the Marina’s $40 million transformation and earned multiple Neptune Awards. If You Know, You Know (#IYKYK, 2023) leaned into insider allure, securing two Visit Florida Flagler Awards, including Best of Show. The Quiet Side of Luxury represents the next chapter: confident, composed, and intentionally unshowy.

Luxury, without raising its voice.

From the outset, this campaign wasn’t about reinvention. It was about refinement. Palm Beach Marina has always embodied quiet luxury; our role was simply to tune the frequency and let it resonate.

We intentionally returned to the iconic talent from the previous campaign: Michael Justin, all silver fox ease, and Beri Smither, timeless and unbothered. Their presence anchors the visual continuity, while a new supporting character, Paris the Pomeranian, adds just enough charm to humanize the elegance. Styled once again by Danny Santiago of Sex and the City and And Just Like That fame, the wardrobe evolved alongside the concept. Crisp linens. Monochromatic palettes. Quiet designer details. Nothing loud. Nothing forced. Everything intentional. Think luxury lookbook meets off-duty Palm Beach, with a Slim Aarons sensibility and a modern editorial restraint.

As trends accelerate and attention spans shrink, the most powerful statement is calm. The Quiet Side of Luxury isn’t a reaction to noise; it’s an alternative to it. A campaign that understands that for the world’s most discerning clientele, the ultimate indulgence is privacy, presence, and ease.

The Marina doesn’t need to shout. It already knows who it’s for.