We conveyed a new level of luxury for this super yacht service that repositioned the whole offer to better connect with the decision makers. Our brand refresh changed perceptions and raised the company’s profile.
The founder of Crew and Concierge successfully built this service for yacht owners over ten years. But once a business is beyond start-up, it will often benefit from rebranding. This not only brings the company up-to-date, but also signals the next-level of growth ambitions. Working with founders in this way creates a very personal level of involvement, and sometimes there is trepidation that a rebrand might unsteady the hard-won reputation. We spent time listening and presented our external view of how the tone, content and social media messaging was not connecting with Captains – and it is Captains that make crew hiring decisions. We designed a much higher-end proposition with new messages, imagery and a bold new logo based on the three-striped epaulets of a First Officer.
“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 the Palma Yacht Show and the response has been fantastic.”
Sara Duncan, Managing Director