Boats launched with new brand identity
27.02.2008
Broadblue have been involved with the design, development and manufacture of quality, ocean going catamarans since 1975. When they approached VGroup, they had just changed ownership and wanted to signal that change. Plans were on the drawing board for new models but it was the realisation that existing brand perceptions were not conveying the lifestyle aspirations behind the product, that drove them to briefing us to re-fresh their corporate identity and communications.
As with any branding project our first objective is to understand what the brand stands for, where it sits in the market and where it wants to be in the future. Well, sometimes there’s only one way to get under the skin of a product and that’s to try it!
After a very enjoyable, sunny day in Ipswich drooling over these beautiful boats, one thing became clear; they had bags of style, space and spirit – something we had to capture and communicate through their new identity system and marketing communications.
With the impending launch of bigger catamarans and a new visual identity, the new owners were keen not to alienate loyal customers or the market but to excite them with their ambitious plans. The existing ‘B’ symbol and typeface were old fashioned and have been redesigned and drawn by hand creating a unique mark that conveys quality, speed and stability - all the hallmarks of the new brand. Dark blue, silver and white were seen to capture the essence of the product and compliment well with the beautiful hand made wooden furniture inside the cabins.
Their new identity has been a huge success. Broadblue have taken the market by storm and the new brand was launched at the Southampton Boat Show in September 2007, resulting in strong sales of the new model. With the identity now applied to stationery, brochures, website, boat graphics, advertising, exhibition stand and signage, Broadblue are all set for capturing more of the market and leading the way in blue water catamarans.
Visit Broadblue’s website at www.broadblue.co.uk