Sun Tracker Boats

Brand Evolution & Multi-Year Refresh

Sun Tracker was a market leader, but the branding had become static. To reach the next generation of boaters, we needed to move beyond simply selling a vessel and start selling an experience.

The Problem:
Fragmented brand assets and traditional photography focused on features that lacked "life" and emotional resonance.

The Solution:
Create a unified brand guideline that scaled across print (brochures), digital, and social media while maintaining a "fun and family" personality.

13%

Sales Increase

24%

Boost in Customer Awareness

2014 Creative

Reclaiming the Joy

  • Strategy: Combat brand stagnation by injecting "pulse" and emotion into a spec-heavy identity.

  • The Pivot: Led a comprehensive visual refresh, transitioning from static corporate layouts to a high-saturation, energy-driven aesthetic.

  • Design Change: Introduced a vibrant new color story and a sophisticated typography mix to resonate with a younger, family-oriented demographic.

2015 Creative

Content as Commerce

  • Strategy: Lifestyle-first strategy leveraging high-impact, candid photography to provide immediate visual proof of the fleet’s occupancy and functional breadth. By focusing on emotive imagery and a simplified discovery-based CTA, the creative aims to pique curiosity rather than force a sale.

  • The Pivot: Spearheaded the transition to a "Magalog", a hybrid editorial piece blending high-end product showcases with lifestyle utility. The transition from a standard catalog to a "Lifestyle Magalog" was more than a design refresh; it was a measurable business transformation.

  • Creative Impact: Allowed potential buyers to instantly recognize "opportunities for togetherness," making the boat a vessel for memories rather than just a piece of hardware.

2016 Creative

Sincerity Over Spec

  • Strategy: Build deeper consumer trust by leaning into authenticity in an era of
    over-polished advertising.

  • The Pivot: Developed a "Photo Album" aesthetic, shifting the brand narrative to a sincere, first-person perspective.

  • Design Change: Utilized rounded-edge "photo-box" treatments and Polaroid-inspired framing. I directed on-set talent to use film cameras, capturing raw, unscripted moments that felt like personal memories rather than staged ads.