DESIGN IN ACTION

SUPRA BOATS:
DEFINING A BRAND BUILT ON PASSION & PRECISION

Role: Creative & Art Direction, Design

DESIGN IN ACTION

SUPRA BOATS:
DEFINING A BRAND BUILT ON PASSION & PRECISION

Role: Art Direction, Design

DESIGN IN ACTION

SUPRA BOATS:
DEFINING A BRAND BUILT ON PASSION & PRECISION

Role: Art Direction, Design

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Supra Boats has been building luxury towboats to uncompromising watersports enthusiasts since 1981. As the industry began to innovate at a fast pace and shift it’s core focus, Supra needed to evolve and rise above the accumulating noise.

Supra Boats has been building luxury towboats to uncompromising watersports enthusiasts since 1981. As the industry began to innovate at a fast pace and shift it’s core focus, Supra needed to evolve and rise above the accumulating noise.

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Supra was in need of a brand system and language that celebrated it’s heritage while reflecting their commitment to luxury and innovation at the highest level. After a complete transformation of their marketing collateral, positioning and messaging, Supra was poised to become a top player in the high-end towboat market. Everything from model year campaigns to casual apparel was designed to retain consistency, but evolve year-to-year.

Supra was in need of a brand system and language that celebrated it’s heritage while reflecting their commitment to luxury and innovation at the highest level. After a complete transformation of their marketing collateral, positioning and messaging, Supra was poised to become a top player in the high-end towboat market. Everything from model year campaigns to casual apparel was designed to retain consistency, but evolve year-to-year.

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After solidifying the brand’s identity, a complete UX audit and website usability study was implemented to help understand how users were engaging. Using learnings from the audit, a new website was designed around converting users and sending their information to dealers. As a result, dealer leads increased by 60% with a 200% increase in web traffic.

After solidifying the brand’s identity, a complete UX audit and website usability study was implemented to help understand how users were engaging. Using learnings from the audit, a new website was designed around converting users and sending their information to dealers. As a result, dealer leads increased by 60% with a 200% increase in web traffic.

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The idea of being able to visualize color combinations and material choices when designing your boat was brought to life through a best-in-class CGI boat building tool, elevating the most personal part about buying a boat in to a seamless and intimate experience. Boat builds along with the consumer’s information were automatically sent to the nearest dealer for follow up and complimentary “test drives”.

Integral to the web experience was a best-in-class boat configurator inviting a consumer to fully customize every aspect their boat from gel colors to engine size. A custom developed lead management system ensures that leads are routed to the appropriate dealers and regional reps for follow up. 

 

The idea of being able to visualize color combinations and material choices when designing your boat was brought to life through a best-in-class CGI boat building tool, elevating the most personal part about buying a boat in to a seamless and intimate experience. Boat builds along with the consumer’s information were automatically sent to the nearest dealer for follow up and complimentary “test drives”.

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The results of the brand and marketing overhaul led to measurable growth in web traffic, impressions, dealer referrals, and ultimately, the number of boats being sold.  Even after adding capacity to their production facility, the factory couldn’t physically produce enough boats to keep up with the rising demand of their product. 

The results of the brand and marketing overhaul led to measurable growth in web traffic, impressions, dealer referrals, and ultimately, the number of boats being sold.  Even after adding capacity to their production facility, the factory couldn’t physically produce enough boats to keep up with the rising demand of their product. 

AGENCY: SIXSPEED
CREATIVE ROLE: CREATIVE DIRECTION, ART DIRECTION, DESIGN