Benetti Yachts
Giving Shape to the House of Yachting
Benetti’s heritage spans more than 150 years of shipbuilding, from wooden sailing vessels to custom-built giga yachts. We brought the “The House of Yachting” positioning to life through a shared brand platform, a refined visual identity and a digital experience designed to bring clarity to its extensive fleet.
Founded in Viareggio in 1873, Benetti has become a global reference in luxury yachting. Part of the Azimut|Benetti Group, its portfolio ranges from 34-metre yachts to custom-built giga yachts exceeding 100 metres. When our collaboration began in 2021, the breadth of its offering, ongoing engineering developments and evolving expectations among new generations of owners called for a clearer, more cohesive brand narrative.
Building on Benetti’s existing positioning, “The House of Yachting”, we developed a brand platform around four defining attributes: Pride in its heritage, Artistry rooted in Italian craftsmanship, Innovation in engineering and design, and Caring expressed through attention to detail. These principles gave marketing, sales and design teams a shared direction for communicating the different yacht families under one identity.
The visual identity drew on the understated sophistication of a luxury maison. Generous white space, precise typographic hierarchies, strong contrasts and restrained gold accents established a distinctive editorial language. We extended these principles across brand guidelines, catalogues, advertising, events and boat-show environments, providing ongoing creative direction, design and copywriting.
The website became the most extensive expression of this approach. We redesigned its information architecture and UX/UI, replacing a deeply layered navigation structure with clearer access to the shipyard’s content and fleet. Yachts were organised into families, introducing each design concept before presenting individual models. A dual navigation structure combines institutional content on heritage, engineering and sustainability with a dedicated fleet panel that remains accessible while browsing.
Developed in WordPress, the platform brings together immersive full-screen imagery, custom interactions and modular page layouts. We continue to maintain and evolve the website, incorporating new yacht families and content on ownership services, the assistance network, hybrid propulsion and sustainability.
Alongside the digital platform, our ongoing collaboration extends to Benetti’s campaigns, sales materials and events. Shared brand principles and an adaptable website structure provide continuity as the portfolio and its communication needs evolve.
In Brief
Visual Identity
Art Direction
UX/UI
Information Architecture
Front-End Development
Benetti’s heritage spans more than 150 years of shipbuilding, from wooden sailing vessels to custom-built giga yachts. We brought the “The House of Yachting” positioning to life through a shared brand platform, a refined visual identity and a digital experience designed to bring clarity to its extensive fleet.
Founded in Viareggio in 1873, Benetti has become a global reference in luxury yachting. Part of the Azimut|Benetti Group, its portfolio ranges from 34-metre yachts to custom-built giga yachts exceeding 100 metres. When our collaboration began in 2021, the breadth of its offering, ongoing engineering developments and evolving expectations among new generations of owners called for a clearer, more cohesive brand narrative.
Building on Benetti’s existing positioning, “The House of Yachting”, we developed a brand platform around four defining attributes: Pride in its heritage, Artistry rooted in Italian craftsmanship, Innovation in engineering and design, and Caring expressed through attention to detail. These principles gave marketing, sales and design teams a shared direction for communicating the different yacht families under one identity.
The visual identity drew on the understated sophistication of a luxury maison. Generous white space, precise typographic hierarchies, strong contrasts and restrained gold accents established a distinctive editorial language. We extended these principles across brand guidelines, catalogues, advertising, events and boat-show environments, providing ongoing creative direction, design and copywriting.
The website became the most extensive expression of this approach. We redesigned its information architecture and UX/UI, replacing a deeply layered navigation structure with clearer access to the shipyard’s content and fleet. Yachts were organised into families, introducing each design concept before presenting individual models. A dual navigation structure combines institutional content on heritage, engineering and sustainability with a dedicated fleet panel that remains accessible while browsing.
Developed in WordPress, the platform brings together immersive full-screen imagery, custom interactions and modular page layouts. We continue to maintain and evolve the website, incorporating new yacht families and content on ownership services, the assistance network, hybrid propulsion and sustainability.
Alongside the digital platform, our ongoing collaboration extends to Benetti’s campaigns, sales materials and events. Shared brand principles and an adaptable website structure provide continuity as the portfolio and its communication needs evolve.
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