Zeelander, from boatbuilder to desirable lifestyle brand.
A way of living for admirers of the extraordinary.
1.
Challenge
In ultra-luxury, high performance is the baseline. No one buys specs. They buy status. Presence. Significance. And yet, most yacht brands still lead with features. Charts. Decibels. Speed. They sell machines. Zeelander had gone further. Their yachts were sculptural, obsessively refined, and among the most expensive in their class. But admiration isn’t desire. And they were still talking like builders. Not curators. To grow, Zeelander didn’t need more reach, more noise, or more specs. They needed a shift in perception. From a company that builds yachts, to a brand that sells the desire for a way of living.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
1.
2.
Solution
We helped Zeelander stop selling product, and start selling desire. Not by adding layers, but by stripping things back. The silence. The silhouette. The restraint. Every touchpoint became a signal of a deeper philosophy: A slower way of living. A refined way of seeing. A rare way of belonging. They stopped selling what they made. And started inviting people into what they believe.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
2.
3.
Impact
3.
Zeelander didn’t just evolve. They entered a different category, without building a different product.
From building yachts to selling a way of life.
→
Entered new markets including North America, the Middle East and Asia
→
Production capacity increased by 40%
→
Workforce grew by 45%
1.
Challenge
In ultra-luxury, high performance is the baseline. No one buys specs. They buy status. Presence. Significance. And yet, most yacht brands still lead with features. Charts. Decibels. Speed. They sell machines. Zeelander had gone further. Their yachts were sculptural, obsessively refined, and among the most expensive in their class. But admiration isn’t desire. And they were still talking like builders. Not curators. To grow, Zeelander didn’t need more reach, more noise, or more specs. They needed a shift in perception. From a company that builds yachts, to a brand that sells the desire for a way of living.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
1.
2.
Solution
We helped Zeelander stop selling product, and start selling desire. Not by adding layers, but by stripping things back. The silence. The silhouette. The restraint. Every touchpoint became a signal of a deeper philosophy: A slower way of living. A refined way of seeing. A rare way of belonging. They stopped selling what they made. And started inviting people into what they believe.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
2.
3.
Impact
3.
Zeelander didn’t just evolve. They entered a different category, without building a different product.
From building yachts to selling a way of life.
→
Entered new markets including North America, the Middle East and Asia
→
Production capacity increased by 40%
→
Workforce grew by 45%
1.
Challenge
In ultra-luxury, high performance is the baseline. No one buys specs. They buy status. Presence. Significance. And yet, most yacht brands still lead with features. Charts. Decibels. Speed. They sell machines. Zeelander had gone further. Their yachts were sculptural, obsessively refined, and among the most expensive in their class. But admiration isn’t desire. And they were still talking like builders. Not curators. To grow, Zeelander didn’t need more reach, more noise, or more specs. They needed a shift in perception. From a company that builds yachts, to a brand that sells the desire for a way of living.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
1.
2.
Solution
We helped Zeelander stop selling product, and start selling desire. Not by adding layers, but by stripping things back. The silence. The silhouette. The restraint. Every touchpoint became a signal of a deeper philosophy: A slower way of living. A refined way of seeing. A rare way of belonging. They stopped selling what they made. And started inviting people into what they believe.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
2.
3.
Impact
3.
Zeelander didn’t just evolve. They entered a different category, without building a different product.
From building yachts to selling a way of life.
→
Entered new markets including North America, the Middle East and Asia
→
Production capacity increased by 40%
→
Workforce grew by 45%
Before
After
Before
After
“It transformed us from a boat builder to a brand. We still do the same thing, but people's perception of us has changed. I notice it in the way clients look at us if they've never seen our brand before, I've even noticed that people seem to be more keen to work for our company. The work is creating the impact we needed.”
Floris Koopmans
Business Development Zeelander
“It transformed us from a boat builder to a brand. We still do the same thing, but people's perception of us has changed. I notice it in the way clients look at us if they've never seen our brand before, I've even noticed that people seem to be more keen to work for our company. The work is creating the impact we needed.”
Floris Koopmans
Business Development Zeelander
Client
Zeelander
Type
Brand Transformation
Collaboration
Yordy van der Werff, creative direction. Cassie Ng, creative direction & art direction. Marcia Finklenberg, art direction & brand identity. Ewoud Offenberg, UX design. Lubbert Meun, motion. Elli Spiegyte, project management. Jeremy Woons, 3D. BadBirds, strategy. Monwest Studio, development. Guillaume Plisson, photography.
Client
Zeelander
Type
Brand Transformation
Collaboration
Yordy van der Werff, creative direction. Cassie Ng, creative direction & art direction. Marcia Finklenberg, art direction & brand identity. Ewoud Offenberg, UX design. Lubbert Meun, motion. Elli Spiegyte, project management. Jeremy Woons, 3D. BadBirds, strategy. Monwest Studio, development. Guillaume Plisson, photography.
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martijn@deified.nl
Founder
Outgrown your brand?
Let’s realign it.
martijn@deified.nl
Founder
Outgrown your brand?
Let’s realign it.
martijn@deified.nl
Founder