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MDL Marinas - Branding

Evolving a brand into a culture

MDL Marinas is the largest marina group in Europe, with a cruising network spanning more than 100 European destinations. Their brand is guided by three core values: Pride, Innovation and Experience. We have worked with them extensively to communicate these core values, both externally and internally to ensure that these values drive the brand forward into a community and culture.

We worked closely with MDL to ensure their brand wasn’t just ‘window dressing’. We delivered a clear, freshly designed set of internal materials, which included a Brand Book and Tone of Voice in order to ensure a consistency of values and behaviour.

We created a range of marina brochures that clearly articulate the value of the brand with a sharp, branded design delivery to capture the essence of the MDL experience.

We photographed beautiful marina locations across Europe as well as their members’ social experiences to personalise a brochure to each marina, matching spectacular images with a clear brand message.

Working with MDL following the new branding style we had previously put together, we created a range of creative ideas and concepts for renewal packs, with the goal of driving customer retention.

Whilst it was necessary to convey the factual benefits of renewal, we also adopted a storytelling format to communicate the lifestyle enrichment and freedom that an MDL Marinas berth presents.

With full control over the design work, print, packaging and shareable content for social media, we created a package with a premium finish and exclusive feel. We used a crisp and minimal aesthetic throughout, communicating MDL Marinas’ exceptional offer through a simpler style and premium print finishes.

We’ve also created a number of film and motion projects together, a really effective tool for showcasing their luxury lifestyle brand. From creative direction, model selection, shoot direction and graphical elements, we’ve created videos that have been launched at arguably the best boat show in Europe.

 

A page layout of the MDL Marinas Brand Book
A page layout of the MDL Marinas Brand Book
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A close up of the covers of the MDL Marinas Brand Book and Tone of Voice
A layout of the publications produced as part of the MDL Marinas Brand Book project
A layout of the publications produced as part of the MDL Marinas Brand Book project
A page layout of the MDL Marinas Brand Book
A page layout of the MDL Marinas marina brochures
A page layout of the MDL Marinas marina brochures
An image of a boat berthed in Torquay Marina which was used in the MDL Marinas marina brochures
An image of people preparing a boat for sailing which was used in the MDL Marinas marina brochures
A page layout of one of the MDL Marinas marina brochures we produced
The cover of the Bray Marina brochure we produced as part of the MDL Marinas marina brochures project
An image of two gentlemen enjoying drinks on a boat which was used in the MDL Marinas marina brochures that we produced
An image of a man walking his dog down a pontoon which was used in the MDL Marinas marina brochures that we produced
An image of boats moored up used in the MDL Marinas marina brochures we produced
An image of a man at Ocean Village Marina which was used in the MDL Marinas marina brochures we produced
The contents of the MDL Marinas season pack laid out
Page layout of the booklet in the MDL Marinas season pack
Close up of the interior of the MDL Marinas season pack
Close up of the exterior of the MDL Marinas season pack
Page layout of the booklet in the MDL Marinas season pack
Contents of the MDL Marinas season pack laid out
Contents of the MDL Marinas season pack laid out
Close up of the exterior of the MDL Marinas season pack
Close up of mailing contents for MDL Marinas season pack
Layout of mailing contents for MDL Marinas season pack

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