Bayliner embarked on a brand repositioning to further attract the next generation of boaters. Though already appealing to a more diverse group of younger, first-time boaters, the brand’s visual identity didn’t resonate with today’s evolving audience.
We started from the ground up to develop a new brand mission—to break down barriers to boat ownership. From there, we crafted a visual language that feels vibrant and contemporary, designed to capture the attention of a younger audience. The new brand features bright, energetic colors and a friendly, approachable typeface. Our photography shows real, authentic people (tattoos and all). Boating can be sometimes be exclusionary; instead we prioritize diversity, to show that all are welcome on the water.
