Brunswick & iO launch the new brand Navan

Setting the course for a global brand

'In September, we are launching a new brand at the international boat show in Cannes. Can you help us shape and market that brand?' - thus began our exciting collaboration with Brunswick Corporation. We really needed to start from scratch: there was no brand name, logo or corporate identity. We just had one certainty: Brunswick was designing and producing two new boat models. It aimed to launch these and the new brand on the European market at the Cannes Boat Show.

So, our challenge was twofold: to create a brand from scratch that perfectly aligned with Brunswick's values, and make sure the new brand appealed to an international audience.

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Challenge

Launching a totally new brand for the international market.

Solution

A complete brand launch, from branding and go-to-market strategy to asset creation.

About Brunswick and Navan

Navan is the latest addition to the Quicksilver line of Brunswick Corporation, a world leader in marine recreation. The company designs, manufactures and markets products for recreational boating, including the new Navan boats.

With more than 60 brands and selling worldwide, Brunswick offers its customers revolutionary experiences on the water and beyond. Innovation and technology are the two key concepts of their mission.

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Playing a pivotal role in the branding process

While Brunswick focused on the technical aspects and the building of the boats, we took charge of the building and launching of the brand.

We embarked on a comprehensive strategic exercise, actively involving customers through workshops to gather valuable insights.

During these sessions, we delved into various aspects, including the determining the brand's positioning within the Brunswick portfolio, the archetype that best resonates with the target audience, the ideal tone of voice and visual identity ...

In short: we provided Brunswick with unwavering support and expert guidance throughout the entire branding journey. Together, we crafted an extensive brand passport and transformed it into a cohesive corporate identity. And we baptized the new boat line: Navan.

The ultimate boating experience in one brand

Navan is Brunswick Group's most versatile brand. It combines the group's latest techniques and technologies, and its boats offer wide-ranging possibilities. These notions should be conveyed with the brand.

But Navan also stands for reliability and connectedness. It is the brand for anyone who values quality time with friends and family, and enjoys luxury and comfort, space and speed. Whether you’re in for a quiet relaxing time on the water or an aquatic adventure, Navan gives you the ultimate boating experience.

With a Navan boat the journey is always more important than the destination. That’s why you enjoy the same comfort on board as on shore. The tagline we created for the brand reflects that experience: Designed for memories.

From teaser to launch

With the branding determined, we needed to prepare for its launch . Europe's most prestigious boat show, the Cannes Boat Show is by far the perfect event to introduce Navan to the world.

To boost the unveiling, we created a teaser that’d have the target audience sit on the edge of their seats. It included a video and a website designed by iO, but we also designed POS material that the Brunswick team used at trade fairs.

The reveal was followed by the real launch campaign. Again, we created and delivered the assets, all of which fitted perfectly within the new Navan corporate identity.

In close cooperation with Brunswick’s team we set up the launch following a strict and smart go-to-market plan. Together, we determined the best channels to target the various audiences and build an adequate channel mix. We then passed the helm to Brunswick's team, who translated our strategy to the specific locations.

A brand compass for international waters

When launching a new brand, it is crucial to make an impactful first impression. Your brand message needs to connect seamlessly with the interests of your target audience and you need to know where you can reach them. Add in the cultural differences per country, and you’ll quickly find yourself in choppy waters.

At that moment, the best compass to have is the one that helps you steers your audience past all the relevant way points: the powerful brand message,the matching style and strategy, campaigns visually match the customer's perception, and last but not least: a mix of the right channels to reach those consumers.

All of this resulted in being the biggest added value iO offered to Brunswick for Navan's brand launch. Not only did we design a corporate identity, but delivered a complete compass including a map, which both Brunswick and local agencies could use to launch Navan digitally.