SETAG are world leading design & refit specialists for Fairline, Sunseeker & Princess yachts. They are raising the concept of ‘refit’ to a new level of luxury. It’s not just luxury redefined – it is also luxury refitted and remastered by the original artists.

THE VISION & CHALLENGE

We were approached by Chris Gates, an individual that is well known globally in the luxury yacht world for over 30 years, primarily through his work with Princess Yachts. He had a new business idea that he felt would be sure to stir up interest and disrupt the refit sector and create a new business model.

His vision was to bring together a team that had designed and worked on many yachts over the years from the stables of Princess Yachts, Fairline and Sunseeker with unparalleled knowledge of the boats, both inside and out.

He asked us to bring their new innovative idea to life, positioning them to become world-leading experts in the industry. This involved advice and implementing the brand creation, brand strategy, website, and a marketing plan.

DIVING DEEP

Before delving into the creative, we held a BrandDNA session with the whole team. This was crucial as going through this process identifies the brand values that underpin all the ongoing brand-related communications.

This is a crucial step as not only does this help us to create a brand look and feel that reflects the aspirations of the brand, but it also influences the team behaviours, even down to how the tradesmen represent the brand when working on board of a yacht.

The outcomes of Brand DNA then led to the creation of the Brand wheel, which in turn, led the creative.

MORE THAN JUST A NAME

We worked through many deep and meaningful name generation exercises and in the end the final most popular name was something a bit more abstract but subtle.

The name ‘SETAG’ comes from the owner, Chris Gates, surname ‘Gates’. It fits the brand on multiple levels with a subtle tie to the sea.

The brand ID mark has points of a compass involved. Again, a subtle and sophisticated link to the yachting industry.

BRAND STRATEGY

We developed a brand strategy, which included how the brand would look and feel across both print and digital platforms. It also informed key messaging across various channels in relation to the identified audiences.

The brand ID mark is used across many of the materials on board the yachts they refit.

WEBSITE TO SET SAIL

As a luxury brand, the website needed to match.

We kept it sleek whilst also ensuring that it was informative and demonstrates the value that they can offer to their target audience.

Using video and large banner images really helps to showcase the high-quality work they produce.

DIGITAL MARKETING

As a new brand, a pre-launch and launch campaign was identified in order to maximise impact. This included researching and identifying audience personas, platform specific research and developing an advertising strategy.

Using the new branding, we created graphics to roll out across all platforms along with key messages.

RESULTS

Just 6 months after launching, Setag Yachts have:

• Featured on popular YouTube channel AQUAHOLIC multiple times
• Attended two UK boat shows including Southampton International Boat show – Britain’s biggest festival of boating
• Created an orderbook over £1.5 million
• 6 million collective brand impressions since launch within a relevant audience