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"Our brand is very strong and represents the dynamic nature of our company.
It is also instantly recognisable to our clients and the industry.
Our positive, professional
and proactive approach is demonstrated through our brand – OceanStyle – pure power. "
Richard Lambert
Managing Director
"In the 4 years since launch OceanStyle has seen
sales growth
of over 100% year on year"
"Cogent have always
been very responsive
and considerate to
our needs and insightful
in transforming our marketing goals into
a dynamic reality."
Hanneke Maljaars
Marketing Manager
Background
The Burgess Group is the world's leading broker of large yachts, specialising in vessels over 40 metres
and valued at over 10 million euros. Whilst enjoying
a global reputation in this premier, super luxury category, they also saw an opportunity to extend their offer into semi custom and production motor yachts up to 40 metres. These yachts are in the 2-15 million euro range and often have a sportier image, tending to attract younger buyers.
The brief and research
Cogent was briefed to design and develop the new brand - OceanStyle. Our starting point was to conduct
a competitive review of luxury brands in different markets in order to ensure that our offer was in line with the market sector but sufficiently differentiated from the competition. We examined other brand positionings, identities, visual language and overall
tone of voice.
During our research we noticed a widespread use of winged devices dating back in many cases to the
1920s and 30s e.g. Bentley, Aston Martin and Rotary watches. This device had been picked up more recently by Giorgio Armani. There were also common factors in typography and letter spacing. We argued that if our target customers could subconsciously recognise certain graphic styles as having a perceived heritage than they would more readily recognise and accept the new brand Oceanstyle.
Developing the brand concept
We then developed a range of concepts that explored different degrees of brand differentiation. The favoured concept used a distinctive yellow and black colour combination which was effective on a number of levels. Firstly, it looked fittingly premium. Secondly, it helped to give the desired sports lifestyle image. Thirdly, there was an opportunity to ‘own’ yellow as no other brand in their market used this colour. Most competitor brands employed blue or red. Easy brand differentiation was especially important, as a major route to market was
to be magazine advertising in yacht publications such as Boat International and YACHTS International
where Oceanstyle would have to forcefully
compete
for attention.
Rollout
The brand was launched powerfully and consistently on a number of fronts including.
The launch was quickly followed by stands at boat shows and prestige events. Cogent worked closely with stand builders to interpret the corporate into 3D:
Result
Within 12 months of launch OceanStyle firmly established itself within the industry as the aspirational brand in its sector and also achieving high levels of recognition with potential customers.
In the 4 years since launch OceanStyle has seen sales growth of over 100 % year on year and has expanded from its Pall Mall Office in London into Monaco, Miami, Athens and Palma with further potential expansion planned into new markets such Asia & Australia.
"Cogent developed the brand to be versatile and have constantly demonstrated the versatility though cleverly applying the brand in a consistent manner to numerous varied situations. Our London Boat Show stand has had a very strong presence and was a very positive statement for the OceanStyle Brand giving us one of the best stands at the show."
Hanneke Maljaars
Marketing Manager
Oceanstyle Miami Boat Show