Y.CO
Amazing Awaits

Project Scope

Strategy
Brand
Motion Design
Film
Production
Editorial
Photography
Digital

Project Details

Nothing sums up Y.CO more than the sheer energy and enthusiasm with which they approach their business. From the founders to each department, Y.CO has created a highly dynamic business working across the different superyacht industry disciplines – Sales & Purchase, Charter, and Management.
 
Y.CO has forged a reputation for innovation and disruption, now in its 20th year, the founders wanted to develop their strategy and review their brand to ensure it continued to deliver on their commercial objectives across each department.
 
The approach was to create a brand strategy team comprised of the senior leadership, department representatives and Pixie. This collaborative approach allowed for a highly transparent discovery period that led to a new strategic framework, effective design solutions and a team fully engaged in the process.

 Visual Identity

Y.CO is synonymous with a certain shade of vibrant yellow and has a distinctive logomark and graphic language that has been carefully managed over many years. The team felt it was very important not to discard this brand equity.
 
Equally, as the yacht industry and communication channels have developed over the years, it was important to develop a brand toolkit that could be used across a variety of media, across departments and at different stages of the customer journey to a variety of audiences.
 
This dynamic brand toolkit includes an extended colour palette, new fonts, a distinctive graphic language, and the ability to change the brand tone-of-voice depending on the specific use case.

“Pixie shares our ambition to break away from industry norms and deliver bold, exciting marketing. Their ideas are always backed by solid commercial insight and a deep understanding of the luxury sector. Most of all, they are a true pleasure to work with – a breath of fresh air in every way.”

Charlie Birkett — Co-Founder & CEO of Y.CO

Sonic Branding & Motion Theory

Key to bringing the Y.CO brand up to date was understanding how yacht clients consume and respond to media and branded content. A creative motion theory exercise was undertaken to make the Y.CO brand behave with the correct dynamics across digital applications, particularly film. To further develop the onscreen presence, we produced a sonic ‘sonar’ ident to authenticate Y.CO native content.

“Pixie has designed a flexible brand tool kit allowing us to create dynamic and ‘unmistakably Y.CO’ communications across all of our marketing channels”

Caroline Haynes — Marketing Director

Amazing Awaits Campaign

Amazing Awaits is the campaign strapline developed to launch the enhanced Y.CO brand externally. With media spots in the international news and lifestyle press and online in yacht industry focused media.

Beneath The Surface

Central to the Y.CO brand strategy is a new content hub - Beneath The Surface. This is a bold new approach to marketing in the superyacht sector. The multimedia platform, hosted online, features films and written content promoting Y.CO relationships with the wider yachting community including Captains & Crews, Yacht Designers, Builders and a variety of supporting businesses.

Art Direction

Creating compelling image stills and film assets for yacht sales and charter marketing is a central function Y.CO provides its clients. Using Art Direction strategically allows production of standout and effective marketing campaigns and create a look & feel that is unmistakably Y.CO.

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