Brand Principles
You can’t be a brand without principles. We ‘wrote the bible’ here, completely defining the do’s and don’ts of the brand.
Brochures
Brochures sell boats!
Challenged to find a fresh approach within the category and reach enthusiasts beyond the boat world, we redesigned the entire brochure collection. Rather than feature a boat on the cover, the lines behind each letter represents the amount of boats in the range.
Each logotype was animated for multiple usage such as before or after product films. Here the R Class example:
Brand Print Campaign
True luxury lies in the experience of time, more than in the possession of things.
Every yacht campaign was showing boats and blue sea, so we shot our campaign in black and white. And because no one was actually showing what it meant to own a yacht, we did. We captured people in real situations heightened by the fact they experience them offshore on a yacht. No actors or models, just real people enjoying personal moments, shot intimately to make the viewer feel part of the moment. The campaign shows you can be highly sophisticated whilst remaining down-to-earth at sea.
Brand Film bringing ‘Crafted in Plymouth’ to life.
Bringing the brand to life
Experience the Exceptional is used across the board from digital to print.
Children’s Book
We also developed this world first - a children's story book, purposely-created to be read at sea. The book features in the Father & Son ad (above). All proceeds go to the Marine Conservation Society. It's the first time a yacht manufacturer has partnered with Marine Conservation.
Available here
V Class campaign
Within the 'Experience the Exceptional' brand mantra, we launched a new line up to the Princess V Class range. Once again we took a fresh approach within the category, creating these colourful prints and a speedy animation.
50 Years celebration
Jaume Vilardell created these hand-painted pieces featuring Princess’ first yacht. The art work featured on covers for the Financial Times and limited edition silk scarves and polo shirts by Thomas Pink.
Brochures
Brochures sell boats! Princess used to produce a book per language, with a pretty boat pic on the cover. That's 10 different books! We changed that. Each book now contains 5 languages. This shows the brand’s global appeal and means producing a lot less books! We also brought in new typography and gave each yacht class its own colour identity.
