Yachtique is a division of the Azimut Benetti group, and provides services such as financing, crewing and design.
The division was set up two years ago, and SVI Design named and created an identity for it at that time. The consultancy was appointed directly, having previously worked for Azimut Benetti.
The division was created from scratch to pull all Azimut Benetti’s after-sales services into one group. Yachtique marketing director Patrick Coote says there ’wasn’t much to go on’ for the branding initially.
The brand SVI Design created then ’lay dormant’, according to Coote, who was appointed to his role at the beginning of this year. Coote says he briefed SVI Design in January and tasked it with creating brand guidelines and a house style for Yachtique.
The consultancy was also briefed to design a range of collateral.
SVI Design founder Sasha Vidakovic says, ’For this project we were asked to create proper brand communications for Yachtique, as well as a brand structure, brand guidelines, and a structure for implementation.’
Coote says, ’There were no brand guidelines and no house style, so the logo was being applied without any guidelines.’
He adds, ’The Yachtique brand had to be developed into an umbrella brand, and had to house new and existing companies.’
Some of these companies, such as the Yachtique Styling Lounge and the Yachtique Crewing Academy, had been developed by SVI Design, while others, such as Fraser Yachts and the Lusben Refit and Repair group, have existed for some time.
Coote says, ’We’ve got older companies that already have a strong brand equity, so we have to make sure these brands can work with the Yachtique brand.’
Alongside the brand guidelines and house style, SVI Design is also working on a full set of collateral, including a website, a corporate letterhead and stationery, as well as brochure and promotional materials.
The aim is for the new brand guidelines and collateral to roll out from June onwards, says Coote.