Brand Development
Go Watercraft specializes in extended rental of personal watercraft for use anywhere within the state of Florida for one day or longer, rather than hourly. This provides vacationers and day-tripping locals with the convenience of a personal watercraft at their disposal without having to plan their outing to accommodate its return within a narrow timeframe.
Client's goal: To create a brand identity, introduce brand to target market, create market position for new brand, build awareness and drive demand.
Awareness: As a new business, Go Watercraft had no existing brand identity. Technetium Creative developed a complete corporate identity package; Web site; rack cards for distribution in hotels, restaurants and other businesses geared toward tourism; and designed a booth and collateral for a boating industry trade show. Consistent graphic design throughout provides a strong brand presence while positioning Go Watercraft as an established business. Local news coverage featuring an interview with the company's owner at the trade show also helped build awareness.
Affinity: Technetium Creative developed Go Watercraft's Web site to serve as the business' main point of contact. The site includes a registration form for watercraft reservation, as well as detailed information about watercraft models, seasonal discounts, calendar indicating watercraft availability, and a resource page of Florida's recreational lakes and waterways. Web site and collateral also emphasize Go Watercraft's option of transporting watercraft directly to the customer within a 100-mile radius of its Orlando location, encouraging a sense of engagement among members of the target demographic.
Action: Go Watercraft's Web site and rack cards strongly convey the company's call-to-action message. Seasonal discounts present an additional incentive, while online registration offers convenience.
Analytics: Currently in the first phase of its launch, Go Watercraft is booking rentals and continuing to build upon the initial brand identity resources Technetium Creative provided.
