Azimut Yachts, a beacon in the luxury maritime industry, has consistently exemplified innovation in yacht construction and design, skillfully bringing shipowners’ dreams to life. Facing a dynamic market filled with new competitors, Azimut initiated a strategic revival with APART. This comprehensive mission entailed a revamp of its brand architecture, invigorating both B2C and B2B identities, and a thorough website overhaul. For Azimut, a brand with a rich heritage, this evolution was a delicate dance, balancing a visual identity that appealed to diverse clientele across various digital and physical touchpoints.
Inspired by Azimut’s legacy of nautical pioneering, APART introduced a bold brand philosophy: “Dare to Amaze.” Since 2021, this ethos has been the cornerstone of Azimut’s branding efforts, influencing every initiative and promoting consistent, strategic decision-making. This revamped communication strategy has sharpened Azimut’s marketing edge and amplified its brand impact.
APART redefined Azimut’s visual identity with a focus on sleek minimalism and modern design. The new identity pivots around essential elements: a refined grey palette and the classic Helvetica font. This clean approach ensures seamless application across various mediums, bolstering brand recognition. The imagery, marked by surreal and evocative elements, breaks away from traditional luxury maritime styles, appealing to a sophisticated audience. The catalogs, reimagined with engaging narratives and an editorial approach, cater to the high expectations and short attention spans of modern consumers.
APART’s strategy is both thoughtful and minimalist, diverging from typical luxury sector extravagance while emphasizing performance, innovation, and design. This shift has solidified Azimut’s distinctive market position and streamlined its visual identity for more effective marketing.
The website’s redesign reflects Azimut’s enhanced brand identity, skillfully incorporating the new guidelines to engage a broader audience. The site blends classic and cutting-edge UI elements, from animated typography to interactive 3D visuals, providing an unparalleled browsing experience.
A critical aspect was the wireframing process, creating a flexible system of modular components. This adaptability shines in the product detail pages, enabling content optimization and customization beyond a fixed template.
Azimut also implemented a Lead Generation strategy, with strategically positioned call-to-action elements and an automated user profiling system. This not only elevates the user experience but also strengthens Azimut’s online footprint, making it a go-to destination for diverse clientele. The automation extends to CRM communications, enhancing internal efficiency and reducing team workload.
Following the rebrand, Azimut has reinforced its market leadership, merging significant sales achievements with a commanding brand presence. The new brand strategy and guidelines have also significantly streamlined business processes.
The collaboration with Azimut’s marketing team was vital, ensuring seamless integration of APART’s initiatives throughout the company. Patience and meticulousness were key in this extensive branding journey. This experience has enriched APART’s expertise in managing major brand transitions and developing complex visual identities. The enduring partnership with Azimut, surpassing a typical professional collaboration, highlights the deep satisfaction and success achievable in such alliances.
CREDITS
All photography courtesy of Azimut spa.
3D Renders: Superresolution
