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Clan Charters is a family run yacht charter company operating on the West coast of Scotland, and sailing out of Kip Marina, Inverkip.
The family-run business offers high-quality sailing yachts to charterers looking for a Scottish sailing holiday & pride themselves on offering well-equipped yachts, friendly service and brilliant Scottish sailing.
As one of my first projects I rebranded Clan Charters to increase brand recognition in the busy sailing grounds of Inverclyde and Argyll & Bute, a highly competitive marketplace for Scottish sailing which attracts tourism and traffic from across the world.
Over the years I have managed the brand and steered the marketing for Clan Charters.
How Design Hero helped
Clan Charters
Nick has been involved in the family business since the start, and his input has been indispensable.
The result is a unique branded experience for our customers which stands head and shoulders over the competition.
The most important thing for us is that now our customers remember us, and come back for another rental. We have achieved that, and more, reached new customers with marketing which directs the needs of our market.
Clan Charters
The purpose of refreshing Clan Charter’s brand image was to increase the brand recognition.
Having a strong, recognisable brand is vital within the yacht chartering market, especially in Inverclyde and Scotland as a whole, where competition in the yacht chartering market is fierce. Design Hero discussed the core brand values with Clan Charters, which were decided to be Scottishness, friendliness, quality of service.
The logo combines the recognisable Scottish flag with the form of a boat, to leave the customer in no doubt that this is a boat-related business, and reinforce the Scottish qualities of the brand that attracts visitors from across the world.
The Website needed to present information for charterers to make a booking in a way that tied in with a newly refreshed brand image, while reducing paperwork for the Clan Charters team.
I took advantage of powerful photography to promote the brand, and sell a sense of sailing lifestyle.
Design Hero designed the site around the Clan Charters brand.
The site had to present a lot of information to potential charterers such as yacht specifications, cruising areas, prices, terms & conditions and potential itineraries.
Presenting information online let the Clan Charters team reduce time spent dealing with enquiries.
It also reduces the amount of paperwork received by Clan Charters in their offices in Greenock.
The website promotes Clan Charter’s links to associated tourism bodies and partners in Argyll & Bute and Inverclyde. Clan Charter’s local connections in Greenock and Inverclyde to governing tourism bodies helps to encourage bookings from site visitors.
Impressive photography was used to create a strong impact. Rather than featuring photographs of individual yachts or harbours, the site focusses on the authentic experiences of a charter holiday on the West coast of Scotland. Large banner images were used on each page with supporting photography on each page collected from a long history of chartering and personal experiences from Clan Charter’s own photography.
Charterers can plan their voyage on the website using sample journeys provided by Clan Charters. They can choose from examples of day sails up to 2 week cruises, and read the experiences and testimonials of previous customers sailing on the Clyde.
The website has been designed with a form to allow potential charterers to enter their details online, streamlining the process and reducing the amount of time spent dealing with enquiries on the phone.
Design hero redesigned every piece of company stationery to match the new brand image, as well as designing various promotions for magazines, online banner advertisements, promotional leaflets, flyers & more!
This stationery is sent to clients in Greenock, Glasgow, Inverclyde and even further to Clan Charter’s international charterers.
Every design is carefully tailored to Clan Charter’s brand and reflects the business’s attention to detail and superior level of service.
The design of business cards was unusual:
I chose not to use full-size photography, and instead cut exciting imagery of Scottish Sailing onto high impact backgrounds to reinforce the blue and white of the Scottish flag.
Standard size, premium gloss finish.
I designed various flyers and brochures for Clan Charters including, but not limited to:
I designed various advertising materials for Clan Charters including, but not limited to:
Branded clothing for charterers and corporate events
I designed the wrap for the hull of the boat. The striking logo and branded dodgers are clearly visible to the yachts on the water, allowing the company to advertise to other yachts.
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