LUXURY PRODUCTS / FAIRLINE YACHTS

An iconic British brand reborn

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The Brief

Towards the end of 2015, Fairline Yachts, a 50 year-old brand was forced into administration. Fortunately, just a few months later Fairline Yachts was brought back from the brink with the help of new investment.


This was when we were commissioned to revitalise the brand and create several campaigns that would help regain Fairline’s former crown in the British yacht-building industry.

Animated Fairline Yachts logos throughout the years
New Fairline Yachts logo and branding. © The Animo Group Ltd.

FIRSTLY, we reimagined a quietly confident brand positioning to support the new company, by going back to the core values their customers had come to know and love over the 50 years Fairline had been building boats; namely British craftsmanship and ingenuity.

New Fairline Yachts brand positioning

Then we used this guiding principle to create new brand guidelines, and ultimately the new "voice of Fairline".

For Fairline, this unearthed a truly remarkable brand story, and one they were, quite rightly, very proud of. So much so, they even asked us to make a short brand film for them as an ode to the boat builder from Oundle who can teach us all a lesson or two about the importance of craftsmanship, perseverance and ingenuity.

The sales target for that year was 37 yachts, but by the end of the year, they had sold 87!


135%

Increase in boat sales in Year 1


87

Boats sold

(against an original sales target of 37 boats)

The effect of our work soon became apparent

NEXT PROJECT

WHY EVERY WHITE YACHT IS NOT 'JUST A WHITE YACHT'

Some of the others we've helped along the way

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