Princess Yachts
Distinction in Detail
In 2024 I led the creative on Princess Yachts new brand positioning, 'Distinction in Detail' a platform built around the company's meticulous craftsmanship and its commitment to creating outstanding yachts and unforgettable experiences. Unveiled at the Cannes Yachting Festival, the positioning launched with a film celebrating the skilled, varied work behind every vessel, from initial design through to final testing.
A new brand campaign brought the craftsmanship story to life highlighting the craft behind the making as well the finished yachts on the water. A new visual identity and brand guidelines echoed the clean, elegant lines of a Princess yacht with graphic shapes drawn from details of the iconic crown logo to build a brand world rooted in the heart of the brand.
Agency: McCann
Brand Strategy / Brand Identity / Art Direction
Film Production: Craft Films Director: Robin Mason Photography: Mike Evans
Copy Writers: Dan Bryant, Colin Walsh
A new brand campaign brought the craftsmanship story to life highlighting the craft behind the making as well the finished yachts on the water. A new visual identity and brand guidelines echoed the clean, elegant lines of a Princess yacht with graphic shapes drawn from details of the iconic crown logo to build a brand world rooted in the heart of the brand.
