Sea Ray Brand Repositioning

THE CHALLENGE
An economic downturn had been chipping away at global yacht sales for years, and an increasing number of European manufacturers were attracting customers to a cleaner, more modern aesthetic.
Sea Ray realized that it needed to reposition itself to appeal to a new generation of boating enthusiasts while leaning on its deep heritage and a long track record of product innovation and award-winning quality.

THE SOLUTION
Nine months of discovery, distillation, and design led us to "Launch into Living", a call-to-action that promises new adventures, and a visual expression that focuses not on the boat itself, but on the feeling of being on a boat, and authentic moments shared with family and friends.