Imperial has offices in Moscow and Monaco, and charters, manages and constructs yachts. 300 Million was commissioned in October 2009 to rebrand the company. It was introduced to the client after rebranding Russian broadband company Yota, according to 300 Million client services director Mark Newby.
Having completed the Imperial rebrand, which will be unveiled at the boat show, the consultancy is now branding individual high-end yachts from the Imperial fleet for private buyers. Newby says the consultancy has branded six luxury superyachts so far this year.
In May the 60m-long Arkley yacht (pictured), branded by 300 Million, won the Motor Yacht of the Year Award at the 2010 World Superyacht Awards. Boats are being named and bespoke identities created, but the consultancy is also trying to ’introduce the brand right through the interior’, Newby says.
The next yacht, for an unnamed client, will also launch at the boat show in September. Luxury suites of stationery items within the yachts are being branded – including, for one client, made-to-order handmade leather bins, Newby adds.
According to Newby, the consultancy is also working on marketing material for the Monaco Yacht Show,