A rebrand, a rebuilt site, and a configurator that didn't exist

Supra builds boats that people configure obsessively before they buy. Trim, hull colour, tower, upholstery, sound — a wake boat is a highly specified purchase, and the buyer wants to see their version of it before they walk into a dealership.

There was no way to do that. Supra had no configurator at all. A buyer's options were static photography, a PDF spec sheet, and a phone call. Meanwhile the industry standard elsewhere in high-consideration manufacturing — cars, powersports, furniture — had moved to real-time 3D years earlier.

This is the gap we see repeatedly in marine. The products are engineered to an extraordinary standard. The digital experience around them is a decade behind, not through negligence but because the people who build boats are boat people, and real-time 3D asset pipelines are a different discipline entirely.

The engagement started with the brand. We rebranded Supra and rebuilt the site around it, then did the same for Moomba — two distinct identities for two brands under the same parent company. The configurator came after, and it's the part people notice, but it sits on top of a full brand and platform rebuild.

A full boat builder, from nothing: React and Vite front end, React Three Fiber over Three.js for the real-time rendering, Supabase behind it, deployed on Cloudflare's edge.

The interesting problem wasn't the interface. It was weight. CAD-derived 3D assets arrive enormous — the first configurator model came in at 136 MB, which is not a website, it's a download. A buyer on a dealer lot with three bars of signal will never see it.

So the real work was the pipeline: Blender-based retopology and material rebuilds, Draco mesh compression, ORM-packed textures, and a delivery layer on Cloudflare R2 with CDN edge caching. 136 MB down to 4.6 MB. A second model went from 36 MB to 4 MB. Neither lost visual fidelity a buyer would notice.

That pipeline is the actual deliverable. It's what makes the next model cheap instead of expensive, which is why 18 of them shipped in under a year — eight for the 2026 relaunch, ten across Supra and Moomba for 2027, two of those built from scratch for the new R Class.

We also fixed something less visible. The site is a client-side React application, which means search crawlers were receiving an empty HTML shell. We deployed a Cloudflare Worker that detects crawler traffic and serves pre-rendered HTML, so the pages are indexable without rebuilding the site as server-rendered.

In its first 90 days, Build Your SV drew 29,000 views and became the second most-visited page on supraboats.com — behind only the homepage. The SE and SL builders added another 20,000 between them.

Across the same period the site ran 55,000 active users at an average engagement of 1 minute 36 seconds, with organic search as the single largest channel at 28,000 sessions.

A page that did not exist is now the thing people come to the site to use.