CREATING A CATEGORY
Help a longtime client reinvent their revenue stream.
The parent company of MasterCraft boats was at a crossroads - continue to drive growth by taking marketshare from competitors in the inboard/outboard towboat market or add a new boat segment to their portfolio.
Can’t buy a brand? Go build your own.
No existing brand in the luxury day boat category had the right mix of style, quality and engineering, so we helped MasterCraft build their own in barely a year.
We began with consumer research and took that all the way through product design principles, brand development and a launch campaign. Aviara was born.
Hours of Design, Strategy & Concepting: 3,580
Launch Timeline: 13 months start-to-finish
Sales Goals: Smoked