THE BRAND
PROJECT INFO
RAND Boats is a sustainable Danish boat manufacturer. They heavily invest in research and development to create the best experiences at sea and strive to combine the most powerful and sustainable design with innovative technology. Within the purpose of aesthetic and modern design, high usability and the goal of developing affordable motorboats.
RAND was loosing opportunities to create brand awareness at boat fairs, the most important place to acquire leads, without spending too much money ( for example handing 40 pager catalogues for everyone).
My creative and art direction efforts were put into coming with a solution and that is: make it more to the point. I chose to create smaller version of the catalogue, where model range or individual boats are accompanied by brief information.
The boat fair participants are buzzing around all day long passing every stand and carrying a 40 pager catalogue is not usually a go, because it is heavy, especially when an individual picks materials from more stands.
Is worth mentioning that the main 40 pager catalogue is still available on the stand and we did not take away the chance of grabbing one of those if it is desired so.
CREATIVE & ART DIRECTION | DESIGN | PRINT
The strategy behind.
When going to boat fairs as a business, you usually have one or two models to showcase, not the entire fleet. The amount of participants is huge and usually there are two or three brand representants whom you can talk to and a lot of visitors were passing RAND's stand, not being able to grab more information or find out about the whole fleet.
So I came up with the solution of having a leaflet for the whole RAND fleet and individual leaflets for each boat.
The leaflet for the whole fleet is made specially for visitors who are new to the brand, in order to satisfy their need to know a bit about RAND and the boats and to create awareness about the brand at fairs.
Also, because a lot of people that are going to boat fairs have a budget, if someone is interested in a particular model, an individual leaflet offers pretty much everything you should know about that boat.
