Elevating a British yacht maker to a luxury lifestyle brand.

Brand positioning / Design strategy / Communications

BSUR were asked to give Princess a new brand positioning and look and feel to highlight the shipyard’s unique qualities. Following our comprehensive review of the brand, the business and its environment, we defined the yacht category as ‘a sea of same’ - blue seas and boats but no soul.

We developed the new slogan, ‘Experience the Exceptional’ to convey superior yacht building capabilities and promise of inspiring journeys offshore and a new logo featuring ‘Crafted in Plymouth’ to convey provenance. Following our creation of comprehensive guidelines for brand strategy, brand and product positioning, we created Princess Yachts’ first global campaign as well as numerous product campaigns and brochure designs. Our award-winning strategic and creative work has played a role in assisting Princess Yachts achieve record financial results and full order books for the coming years.

Brand campaign
Contrary to what many boat magazines communicate, yacht owners do not eat lobster and caviar daily. Challenging category clichés of boats and blue seas, we shot four images in black and white, portraying people in normal situations heightened by the fact that they happen offshore on a yacht. The campaign shows that you can be highly sophisticated whilst remaining down-to-earth at sea.

Brochures
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 amount of lines behind each letter represents the amount of boats in the range.

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 colourful prints and a speedy animation.

Case study overview
Elevating a British yacht maker to a luxury lifestyle brand.
Elevating a British yacht maker to a luxury lifestyle brand.
Elevating a British yacht maker to a luxury lifestyle brand.