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BRAND ADVISORY

From 2009 to 2014 we followed the growth of the new Italian boating group led by Giovanni Costantino and Laura Giugiaro, working alongside them on the marketing strategies following the acquisitions of Tecnomar, Admiral and Nuovi Cantieri Apuania which led to our devising and creating “The Italian Sea Group” for them.

BRAND ARCHITECTURE

The acquisition of the Admiral brand required, in the first phase, the creation of the Admiral-Tecnomar logo followed by the realization of The Italian Sea Group logo as the holding into which all the brands would flow.

NAMING

The new product lines required our consultancy in order to define the names of the lines designed by Architect Luca Dini which led to the creation of the IMPERO, REGALE and MAXIMA Brands.

PRODUCT BRANDING

All the below-the-line tools, including the company profile, were designed to convey the brand values defined in the positioning strategy.

ADVERTISING

The product campaigns for the Tecnomar and Admiral brands were circulated in the main international boating magazines.