Elegance and style were the key criteria for the new, exclusive and lifestyle yachting group PrivatSea.

With memberships starting in the tens of thousands and by invitation only, our approach was to create an exclusive but understated brand and identity that would appeal to both individuals and businesses at the highest levels. Working with ABT & Partners we developed an approach that blended strategy and design through a much more integrated process than is the industry norm. The significant benefits of this approach enabled creative thinking to inform the strategy as much as the strategy was to inform the design. Of most importance to this approach was how the identity would reflect the brand and could be applied to literature, web, stationary, gifts, advertising and other marketing and packaging material.