Fraser Yachts is the world’s leading superyacht provider. With a service offering that ranges from yacht sales and charter to construction, crew and management, Fraser Yachts’ unrivalled expertise has been at the forefront of the yachting industry since its launch in 1947.
Brand strategy, brand identity refresh, updated brand identity guidelines, boat show collateral, printed and digital sales & marketing collateral
It had been almost ten years since we had undertaken a complete strategic and visual overhaul of the Fraser Yachts’ brand, and it was the right time to refresh the identity system. The brief was to consolidate the identity elements and to create a more contemporary and luxurious look & feel.
In addition to shortening the name to Fraser, we also created a new system for the symbol, introduced a new font and typographic approach, replaced the existing cerise with a more contemporary salmon, and created a consistent but flexible style for brochure covers.