Heritage with a twist.
Club Marine has a large number of long-time customers. So the pleasure craft insurer didn’t want to lose any of the brand integrity and recognition it had worked hard to create. But it was looking to reinvigorate its image to remain current in an ever-changing marketplace.
Steering the experience
Key to the success of the refresh would be the way in which we married the heritage aspects of the brand with Club Marine’s desire to make recreational boating safe, secure and fun for everyone. This explains the traditional serif typeface, use of white space that sits comfortably next to the bold secondary colour palette, and handwritten value proposition (‘Boating’s just better with Club Marine’). Strong use of photography opens a door for Club Marine to connect with its customers at an emotional level as well as a practical one, so we spent a lot of time in getting the image library right.
Club Marine now has a vibrant and contemporary look that best conveys the key desired out-take of having fun on the water.