AVIARA: A MODERN LUXURY DAY BOAT
While working on the MasterCraft account they came to Nemo looking to expand their offering. They were considering acquiring and existing brand or creating a new one. With the insight that boating was too focused on tradition and the past we saw an opportunity to create something new and explore uncharted waters with a luxury day boat unlike anything see before in the United State.
With a deadline of the Miami Boat 12 months away time was ticking to create a luxury brand and finalize a product that would resonate with luxury boaters. I was responsible for managing the workflow, internal resources and budgets that came through Nemo during this time period. Projects consisted of qualitative Consumer Research, Product Design Workshops, Go-To-Market Planning, Brand Foundation, Tease Campaign, Launch Campaign, Boat Show Trade Booth Design, Social Media Guidelines and Activation, Website Design and Development, 3D Model Build-a-Boat Experience, Boat Dealer Education, Studio Photo/Video Product and On-Water Photo/Video Production.
Elevate
Your
Escape
Bringing a product and brand to life in 12 months.
The ask was a start-to-finish brand and product development opportunity. We launched with comprehensive consumer research, connecting with a broad range of high-end boat lovers. The data shed light on Aviara’s strategic consumer target: the luxury boater who craves total control, who demands excellence in all forms—from style to performance to comfort, fit and finish—and who seeks pride of ownership out on the water.
Learnings from the consumer research informed all of the next steps in the brand and product development. We teamed up with Aviara engineers on product design, product pillars and CMF, crafting the brand’s debut boat from the bottom up. We built a solid brand strategy foundation and then created an identity based on “progressive luxury”—our new, forward-looking notion of the premium boating experience. The development of these foundational documents created alignment between the client’s marketing, sales and engineering teams and informed all of the consumer touch points creating a flawless experience at every turn.
In less than 12 months Nemo brought the Aviara brand to life through tease and launch campaign consisting of tease videos, lifestyle video, product videos, a splashy new website, print, digital, social media and brochures. The 32-foot Aviara AV32 debuted at the February ’19 Miami Boat Show, earning celebration and press (including a highlight in USA Today),
