Join the Crew approached me to define a brand strategy for their two sailing brands «Join the Crew» and «Lime Ways». How to unite them under one roof and to implement a communication strategy which is honest, easy to understand and very specific for their target group.
Two Brands - One Story
In the course of several months I looked at their brands, their existing communication structure, target groups, markets and products. And defined an overall brand strategy, mission statements, core values and a brand storyline.
Both brands intend to address like-minded people. To share moments on and off the sea which will stick for a lifetime. The intention is to build a very personal relationship with their clients and that they grow older together with the company. With a conversion from the younger (Join the Crew) to the older brand (Lime Ways).
Adventure and Relaxation
Both brands put one core goal in the centre of the experience they want to create for their customers. Whereas younger people between 20 - 35 are looking for adventures and are keen about exploring, people above 35 are looking more for relaxation and a chance to calm down from their daily life.
The whole brand strategy not only defines the positioning and core values of the company but also the direction of involvement beyond sailing trips. With the right partnerships and a meaningful communication Join the Crew can prove that they truly care about nature and society
The strategy will be implemented and rolled out in 2019.