Case Study: Why Knot Rentals - Discovery, Brand Identity Design and Website Design and Automation | 3 Waves Agency

Case Study: Why Knot Rentals

Case Study: Why Knot Rentals

Starting a business is overwhelming. Having a winning idea for a product or service is one thing, but bringing it to market is another. Should you DIY it or work with an agency? Mistakes will become valuable lessons learned but doing it wrong might be more costly in the long run.

Recently, we worked with Chris and Michelle Graybeal, the owners of Why Knot Rentals, a kayak, paddleboard, and surfboard rental company based in Virginia Beach, Virginia. Chris and Michelle Graybeal are passionate about paddleboarding and living an active lifestyle, so they started Why Knot Rentals to make watersports more accessible to adventurers like themselves. They knew that having a professional website would be paramount for their business success.

They found 3 Waves Agency while researching website design agencies in Hampton Roads. After filling out a contact form and an introductory phone call with owner, Chad Cox, they learned that we could help with more than just the website but how much more would not be determined until we knew more about their pain points and goals for their new business. 


Why Knot Rentals Testimonial from 3 Waves Agency on Vimeo.


Our Process.

First: Discovery. Our first step was sitting down with the Graybeals to get to know them and fully ascertain their business personality. We conducted a Discovery exercise which is a deep-dive into the brand they wished to create, target audience they wanted to serve, and formulated both long-term and short term goals for the company. After our meeting, the Graybeals had confidence in moving forward with 3 Waves and trusted us to do the Brand Identity as well.

Second: Brand Identity Design. Our designers went to work creating the brand identity for Why Knot Rentals. We presented two Stylescape options from what was uncovered in our Discovery meeting. Next, we finalized their Logo Design, Brand Guidelines, and Business Card Design. We created a seamless brand identity across both digital and print marketing material.



Stylescape Design


Final Logo


Third: Website Design and Automation. We provided a custom-designed Wordpress site with an integrated Online Booking tool. 100% of their transactions are done online through an eCommerce system integration. Their inventory is updated in real time. We made it easy for them to create blogs and share social media posts made through an Instagram feed. Social media will be important for getting the word out about this new company organically.

Website Design / View Site

Custom Website Design



  • Clarity of Direction and Smart Goal Development.
  • Expanded Industry’s market through Online Rentals and Deliveries
  • Seamless Branding across all Marketing Platforms


Why Knot Rentals has witnessed organic growth with optimistic projections for a successful summer season because of our Discovery, Brand Identity Design and Website Design and Automation. 3 Waves far exceeded their expectations.