Creating a new brand identity for Princess Yachts
When the UK’s largest luxury yacht manufacturer asked us to create a new brand positioning that highlighted their exceptional craftsmanship and expertise, we got straight to it. Our aim was to shine a light on the work of the skilled men and women who make it all possible, and this was summed up in one line: Distinction in Detail.
We connected with Craft Films to capture a day in the life of the company’s Plymouth shipyards. The result was a brand film that showcases the ‘detail makers’ from a wide range of specialities, including designers, composite specialists, laminators, wiring loomers, metalworkers, carpenters and assemblers – as well as the people who test the finished yachts at sea as part of the meticulous inspection process.
Director Robin Mason created a cinematic look that immerses the viewer in the intricate work involved in creating a Princess yacht, as we follow the process from start to finish. We shot at three different shipyards, as well as on the water, documenting the work that was taking place on the day to avoid staged set-ups in favour of a truly authentic feel.
The film was accompanied by collateral that spread across a mix of channels, including press, brochures and social media, showcasing the full breadth of the rebrand. Each featured photos of Princess craftspeople at work and shots of the finished yachts, highlighting what their incredible skills achieve.
“It’s our people who make our yachts so special,” says Simon Clare, Executive Director Brand & Marketing at Princess Yachts. “So it made complete sense to put them, and the incredible work they do, at the heart of our new campaign.”
The new brand identity was unveiled at the Cannes Yachting Festival, the perfect place to showcase the clean, elegant and harmonious design, which also featured a selection of distinctive graphic shapes inspired by details of the iconic Princess crown logo – creating a brand world drawn from the heart of the brand.
Simon summed up our partnership, saying “we’re proud to have partnered with IPG-X, whose expertise in brand strategy perfectly aligns with our values. Bringing fresh insight and creativity, IPG-X has helped us refine our brand positioning while staying true to what makes Princess Yachts distinctive – our passion for precision and craftsmanship.”
And this year, as Princess Yachts celebrates its 60th anniversary, Distinction in Detail further underscores its commitment to surpassing its own high standards for the next 60 years – and beyond.
Full Credits:
Creative Agency: IPG-X
Global Managing Partner: Darren Copland
Client Operations Director: Andy Biernacki
Head of Design: Colin Walsh
Senior Copywriter: Dan Bryant
Senior Designer: Karl Demner
Junior Designer: Jimmy McArthur
Junior Designer: Abby Guest
Production partners: Craft Films
Director: Robin Mason