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 boat and start selling an experience.
The Problem:
Fragmented brand assets and traditional product 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 products features
The Pivot: Spearheaded the transition to a "Magalog", a hybrid editorial piece blending high-end product showcases with lifestyle utility.
Creative Impact: Allowed potential buyers to instantly recognize "opportunities for togetherness," making the boat a vessel for memories rather than just a product.
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. Polaroid cameras were used by on-set talent , capturing raw, unscripted moments for use on social media.
