Crew & Concierge
Exceptional crew for extraordinary craft
Brand identity and guidelines
Digital and print communications
Crew & Concierge is an international yacht crew agency. With extensive experience recruiting high quality crew to this fast moving industry they have built up an excellent reputation over the past 10 years. However, they increasingly felt they were seen as an agency supplying crew exclusively to the sailing market and concerned the current brand was too focused on the crew and not the captains. Our brand refresh helped reposition the agency, change perceptions and raise their profile.
In this highly competitive industry, it was important that the Crew & Concierge brand stayed distinctive, but looked more upmarket to better reflect the luxurious lifestyle of the yachting world.
As Sara Duncan, Director of Crew & Concierge explains, “after 10 years in business, we wanted to attract new clientele and break into new areas of the yachting world – we also felt we’d been pigeon-holed as a sailing specific agency and needed to change this perception.”
Inspired by a captain’s epaulettes and a figure-eight knot, we used their initials to create a sophisticated mark to accompany a brand idea of ‘personally crafted’ super yacht specialists. We reviewed and developed the identity and use of copy and imagery across all marketing communications.
Mytton Williams have created a new brand for us that is simple, clever and sophisticated. They helped us clarify who we are and how we communicate what we do. My team now has the tools to promote Crew & Concierge clearly and effectively, which has helped raise the profile of our business. Mytton Williams were creative, helpful and really responsive to our needs and tight deadlines. After the brand launch we went to Palma Yacht Show and the response from our clients was fantastic.
Sara Duncan, Director, Crew & Concierge