We conducted research interviews with both existing and potential customers, as well as partners, suppliers and senior industry figures involved in the lifecycle management of superyachts. The resulting findings, ideas and anecdotes were used in workshops with MB92 management to define a new, vibrant and differentiating positioning for the brand that can be used to underpin future growth.
We explored a range of options for the visual language, from refinement of the existing logo and elements to a complete rebrand. It was agreed to opt for a completely new visual identity, and we created a system that retained the famous MB92 red while providing a new logo and supporting elements. Marketing tools, including a new website, are rolling out during Q4 2016.