After a decade of unprecedented growth and despite becoming one of the top five superyacht brokerage firms in the world, the need for Ocean Independence to differentiate itself from the main competitors was growing.
In January 2016, One Menagerie was appointed to create and activate a long-term brand strategy across 16 global offices and key commercial markets worldwide.
It was clear we needed to create standout for Ocean Independence. We worked with key stakeholders to create a powerful new corporate identity; new enough to signify change but also familiar enough to reflect the longstanding passion and values.
As we entered into a new phase of brand communication, we felt it was important that we should capture the ‘World of Ocean Independence’ through an inspiring new visual art direction.
We worked with one of the world’s leading marine photographers, Guillaume Plisson, to create a new high definition image library for use across digital and print.
The use of geometric characters and new icon, convey a clear, sophisticated and timeless identity.
We developed a mobile-first digital strategy including a new website designed and art directed by One Menagerie and brought to life online, in partnership with one of London’s leading digital agencies – Propeller Communications.
The website’s rich media design enables full screen high definition visuals and multi-media content; innovative search functionality provides fast and seamless access to sales, charter or yacht management services and a new Destinations Guide provides market-leading charter inspiration.
Breaking the industry mold, One Menagerie spearheaded and led the creative direction for a new twice-yearly journal – PURSUIT – part of a lifestyle-led focus for client and industry facing communications.
Acting as a guide to the ultimate in yachting lifestyle, the publication of both editions – April and September – coincides with a key commercial period for the business and luxury yacht market: summer and winter season.
View PURSUIT here
Our original new advertising campaign was designed to reinforce the brand, focusing on the core strengths of the business. The creative direction includes custom illustration by Natalie Lees to create powerful stand out in the leading yachting industry media titles.
With 30,000 visitors over four days, 120 superyachts and 580 leading companies in yachting on show, we selected one of the most anticipated and exclusive superyacht events of the year – Monaco Yacht Show 2016 – to unveil a new-look exhibition stand and live experience for client, Ocean Independence.
An essential part of yacht marketing, Ocean Independence invests heavily in a strong presence ay the world’s premier yacht shows; the brief was to create an engaging platform that would achieve industry standout and excite clients.
MYS 2016 Photo credit: Big Dog Productions.
One Menagerie spearheaded and led the creative direction to design and develop a striking new exhibition stand, incorporating multi-media product display that married closely with the new corporate identity we launched earlier this year.
Always keen to work with emerging talent, we selected specialist superyacht design studio, Thirty C to help realise our vision. The stand itself was designed with an architectural approach in mind, creating strong sleek lines and framework to maximise volume. Further visual interest was achieved via cut away sections to reveal and reinforce key elements of the brand identity.
Backlit features, creative lighting and an innovative light box installation ensured that the stand stood out in the crowded environment, particularly at nighttime to welcome VIP guests for private events on board their fleet of superyachts berthed alongside the stand.
A new ‘Garden Lounge’ featured exterior furniture, designed exclusively by Glyn Peter Machin, providing a sophisticated and relaxed area for client meetings.
The dedicated VIP guest experience comprised a fleet of four supercars, provided by Edel & Stark and courtesy tenders including the Iguana Yachts 29ft amphibious 10-seat tender vessel, to transport guests around the show and for private excursions along the coastline.
One Menagerie developed a new experiential platform - PASSION & PURSUIT - for the Ocean Independence global network, designed to celebrate yachting lifestyle.
The programme commenced with VIP client events at the Bremont boutique in London and Zurich Headquarters, to unveil the new brand identity and collaboration with world-class Legendary Waterman, Mark Healey.
As part of the ongoing brand and marketing consultancy, One Menagerie is also responsible for all high-level relationships across the luxury lifestyle, media and consumer-facing landscape including strategic brand partnerships at a global level.