Azimut Yachts
A Pioneering Heritage, a Shared Vision for the Future
Founded in 1969 by Paolo Vitelli, Azimut Yachts has helped shape modern luxury yachting through advances in flybridges, curved glazing and carbon-fibre construction. By 2021, the Italian shipbuilder was operating in a market shaped by strong demand, generational change and evolving expectations of luxury. Design, onboard experience and digital communication were becoming increasingly important to prospective owners. Azimut needed a clear direction that could express its character consistently across products, markets and a global dealer network.
We started from a defining aspect of the company’s heritage: its longstanding drive to challenge conventions in yacht design. This provided a credible foundation for the “Dare to Amaze” positioning. Developed alongside Azimut’s marketing team, the brand platform connected its pioneering heritage with its ambitions in contemporary design. Just as importantly, it gave leadership, marketing, sales and the international dealer network a shared direction for representing the company.
We translated the positioning into a restrained visual identity built around greys, Helvetica and a clear editorial language. Imagery took a more expressive turn, with dreamlike, sometimes surreal settings that moved beyond familiar nautical advertising conventions. Product catalogues adopted a stronger narrative approach, placing design and life on board alongside technical and product information. The visual language was designed to maintain consistency and character across print, advertising and digital touchpoints.
The work also extended to brand architecture and its everyday application. We developed B2C and B2B communication guidelines, including materials for the dealer network, and directed campaigns, product photography, catalogues, invitations, boat-show stands and sales materials. Throughout our collaboration, we continued to support Azimut with verbal identity, copywriting, graphic design and strategic direction. These shared principles gave different teams a clearer basis for their decisions while maintaining a consistent brand presence across product ranges.
For the website, we handled information architecture, wireframing, UX/UI design, development and SEO copywriting. Animated typography and interactive 3D elements brought movement and depth to the digital experience, while a modular design system allowed individual yacht pages to adapt to their content. Calls to action supported lead generation, while automated user profiling and CRM communications connected digital exploration with commercial follow-up. The website gave the new positioning a practical role in how prospective owners explore the yachts and engage with the brand.
In Brief
Brand Positioning
Brand Architecture
Visual Identity
Art Direction
UX/UI
Information Architecture
Front-End Development
SEO Copywriting
Awards
Awwwards — Honorable Mention
Credits
All photography courtesy of Azimut spa.
3D: Superresolution
Founded in 1969 by Paolo Vitelli, Azimut Yachts has helped shape modern luxury yachting through advances in flybridges, curved glazing and carbon-fibre construction. By 2021, the Italian shipbuilder was operating in a market shaped by strong demand, generational change and evolving expectations of luxury. Design, onboard experience and digital communication were becoming increasingly important to prospective owners. Azimut needed a clear direction that could express its character consistently across products, markets and a global dealer network.
We started from a defining aspect of the company’s heritage: its longstanding drive to challenge conventions in yacht design. This provided a credible foundation for the “Dare to Amaze” positioning. Developed alongside Azimut’s marketing team, the brand platform connected its pioneering heritage with its ambitions in contemporary design. Just as importantly, it gave leadership, marketing, sales and the international dealer network a shared direction for representing the company.
We translated the positioning into a restrained visual identity built around greys, Helvetica and a clear editorial language. Imagery took a more expressive turn, with dreamlike, sometimes surreal settings that moved beyond familiar nautical advertising conventions. Product catalogues adopted a stronger narrative approach, placing design and life on board alongside technical and product information. The visual language was designed to maintain consistency and character across print, advertising and digital touchpoints.
The work also extended to brand architecture and its everyday application. We developed B2C and B2B communication guidelines, including materials for the dealer network, and directed campaigns, product photography, catalogues, invitations, boat-show stands and sales materials. Throughout our collaboration, we continued to support Azimut with verbal identity, copywriting, graphic design and strategic direction. These shared principles gave different teams a clearer basis for their decisions while maintaining a consistent brand presence across product ranges.
For the website, we handled information architecture, wireframing, UX/UI design, development and SEO copywriting. Animated typography and interactive 3D elements brought movement and depth to the digital experience, while a modular design system allowed individual yacht pages to adapt to their content. Calls to action supported lead generation, while automated user profiling and CRM communications connected digital exploration with commercial follow-up. The website gave the new positioning a practical role in how prospective owners explore the yachts and engage with the brand.
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