Brand Launch.
Brief
The business behind Princess Motor Yacht Sales wanted our help to brand and launch an innovative new global multi-franchise yacht brokerage business. The brand needed everything from a name to a striking look to a tone of voice that would exude experience and stand up – and stand out – in the exclusive world of luxury yacht ownership.
Challenge
Building a brand from scratch isn’t always smooth sailing. Especially when the world of yachting is awash with competitors, shimmering seascapes and unremarkable visual identities. That’s why we had to create something distinctive to encapsulate modern luxury but also simplicity. And as a partner of Princess Motor Yacht Sales, the world’s largest distributor of iconic Princess Yachts, whatever we created had to stand out whilst also sitting snugly as part of the family.
Solution
Enter Argo Yachting. An elevated, elegant and expert luxury yachting partner that shares the name of the infamous boat which Jason sailed in search of the Golden Fleece. We launched the brand at the Southampton Boat Show – making sure this newcomer looked like a trusted partner which had been there all along. Since then, it’s been rolled out online and offline with sales materials going global to a network of brokers. Loved by its business partners and customers, brokerage sales doubled in their first year.
