Princess yachts faced a common scenario for an established luxury brand. They needed to evolve their positioning and Brand Identity for a younger more culturally savvy consumer, without leaving the traditionalists behind.

I wrote ‘Distinction in Detail’ as a new Brand Platform and Strapline, highlighting their unique ability to craft yachts at a level others in the category can’t.

And beyond the build quality for which princess are recognised, the platform let us make the connection through to the experience of ownership, and the difference attention to detail makes, for an audience we identified as wanting to be at the helm.

Launched with an upgraged product range at Dusseldorf, we brought a classic modernity to a refreshed design system, that manifested at every brand touchpoint.