Branding · Luxury
Towards the end of 2015, Fairline Yachts, an iconic 50 year-old brand was forced into administration. Fortunately, just a few months later it was brought back from the brink with the help of new investment.
This was when we were commissioned to revitalise and solidify the brand, as it prepared to once again assume its rightful place as one of Britain’s best yacht builders.
We kicked off by consolidating all the previous brand elements like tone of voice, photography, values etc. We then considered Fairline’s 50-year heritage and its uncompromising attitude towards British craftsmanship. All this was distilled into a new and single-minded positioning:
“Every. Perfect. Detail.”
From this newly-formed positioning, we created brand guidelines, including a brand bible which outlined a creative roadmap for any future campaigns and creative assets across all marketing activity. It also gave us the opportunity to define the “voice of Fairline”, allowing a company with many moving parts (including a large, global dealer network) to speak with one unified voice around uncompromising dedication.
Finally, to bring this new brand story to life, we created a brand film for showing at various industry events and exhibitions. In the film we travel backwards in time, reversing through the entire process of a Fairline yacht being built. Each painstaking piece of craftsmanship, ingenuity and refinement is “unwound”, revealing a genuine commitment to building a beautiful yacht that is the sum of every…perfect…detail.