The world of luxury yachting
STRATEGY / BRAND IDENTITY / EDITORIAL DESIGN
A new chapter in barefoot luxury.
After 12 years of smooth sailing, Ocean Magazine has been redefined as a lifestyle publication that captures all the glamour from the world of luxury yachting. With an evolving audience, the revitalised brand targets a new generation of readers, whilst creating a more immersive experience for their existing subscribers.
Through customer research and workshops with the Ocean team, we identified an apportunity to appeal to a broader spectrum of readers without alienating the current subscribers. As such, we introduced new types of content to include fashion, luxury, travel and lifestyle articles alongside the in-depth boat reviews and industry news that form the backbone of the publication. This not only broadens the publication's appeal, but also opens up new opportunties with luxury, travel and lifestyle advertisers eager to reach a High-Net-Worth (HNW) audience in an increasingly commodotised print market.
Rather than a radical redesign, it was decided to evolve the current branding and layout with the introduction of a more sophisticated masthead and typographic approach, alongside new iconography and premium print finishing.
Alongside style guides for the grid, typographic approach and colour palette, we developed an extensive library of assets for Ocean to use including illustration, iconography, maps and photography of the editorial team and contributors.