Y.CO BRAND BROCHURE
Messaging architecture, positioning, tone of voice
THE APPROACH
The project went beyond a straight rewrite. It involved messaging architecture and positioning decisions across the whole book, working closely with the art director to align copy with the visual elements and vica versa.
───────────────
WHAT IT SOLVED
Six different services, each one with their own offering, needed to feel individual but equally part of the whole. So that a client moving from charter to ownership, or ownership to management, never lost the sense of what Y.CO do and what they are capable of offering.
Client
Y.CO Yacht Brokerage
Collaboration
Art Director & Copywriter
THE BRIEF
Y.CO is one of the world's leading superyacht companies, managing a fleet of extraordinary vessels across private charter, charter management, yacht sales, and new build. As a multi-service company operating with a strong track-record and brand identity to match, they decided it was time to refresh the brand brochure.
───────────────
THE OUTCOME
A brand brochure balancing purpose and offering, attracting UHNW clients who seek a brokerage that goes beyond the ordinary to deliver experiences that stay with you forever. The book shows their commitment to trust and privacy, following values upheld by the entire team, from the first conversation to amazing moments on the water.
