Building a brand that could survive its own success.
Metropolis started working with Navigare Yachting in 2008 and stayed for years as the company's brand partner: strategy, identity, photography and film direction, catalogues, websites, applications and social. Everything the market saw of Navigare, we shaped.
Premium is not a price point. It is a maintenance standard made visible.
The challenge
Charter sailing is a category where the product is someone else's boat and the competition races to the bottom on price. Navigare's actual advantage was Scandinavian: meticulous maintenance, ownership programs, restraint. The brand had to make that invisible discipline visible enough to justify premium positioning in a market that mostly sells sunshine.
What I did
Built the brand from strategy to expression: positioning, identity, and the look and feel that separated Navigare from the category.
Defined and shot the photography and film language ourselves, so the imagery carried the standard rather than the stock clichés of the category.
Carried the brand across every surface: catalogues, websites, applications, social and the marketing strategy behind them, year after year.
Long brand partnerships compound. Fifteen years of consistent decisions did what no campaign could: they made the standard the brand.
About the company
Navigare Yachting
Navigare Yachting is a Swedish founded yacht charter company known for meticulously maintained fleets and yacht ownership programs, operating from bases across the Mediterranean, the Caribbean, Asia and the Americas.
- Travel and marine
- Brand strategy, identity, art direction, photography and film, digital, ongoing counsel
- 2008 onward, through Metropolis
- TRAVEL, PREMIUM BRAND BUILDING