Island Packet Yachts (IPY), headquartered in Largo, FL, with more than 40 years of continuous development and design expertise, has become the international benchmark for excellence in cruising sailboats. Having built more than 2,500 custom yachts, the loyalty of their customer base is legendary and unrivaled.
Hornsby Brand Design was commissioned to build a comprehensive website brand and update the existing IPY logo. During our brand discovery process we gained an understanding of the present brand and discovered that IPY was facing a perception problem that included an outdated image and inconsistent messaging. This, of course, has led to consumer confidence issues.
We advised, moving forward, that it was very important for IPY to consider an online communications effort that conveys both modern aesthetics and progressive content awareness and creation. The plan is to help IPY tell their story more creatively and concisely, with beautiful product photos and graphic design, consistent messaging, and content that explains their long-term business investments and advanced technology commitments.
Solution
Our mission was to position IPY as a classic, vibrant, custom-made, value-added, advanced, cruising sailboat manufacturer. We did this by making their website brand feel modern, elegant, fun, and authentic. From this foundational thinking, we updated and refined their present logo as well.
In addition, we also accomplished the following:
Strengthened their position and image by presenting them as the safest, custom sailing yacht choice in the world.
Addressed the value-conscious consumer by showing superb quality and resale value.
Created a resource for important, up-to-date information, as well as being a catalyst for customer engagement and sales development.
Developed a creative, information-rich, relevant, and easy-to-use new website.
Results
User interaction and brand recognition has increased.
Yachts are being built and sold at the highest rate since the new website went live.
IPY’s customers and vendors reactions to the new brand have been very positive.
The IPY updated logo is more consistent, usable, precise, and scalable.
IPY can easily update basic website changes themselves.
