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.