A fresh new look has been applied to the latest brochure suite for Princess Yachts, one of DNA’s higher profile clients. We are always looking to evolve and improve their brand presence and this year have looked to specialist print finishes and materials as well as looking at sizes, design and production. DNA were responsible for helping to save significant costs on print as well as adding a more pro-active and structured approach to this year’s brochure suite. The process, which starts around 8 months before the main boat show season, includes art direction on photography, print management, a lengthy design and artworking process, image retouching and inputting copy for 7 languages. However, the most important part of the process is the concept stage, which involves talking to Princess Yachts staff, customer feedback and looking at industry trends. Once the concepts are approved, the design process begins. The culmination of all this hard work is the printed article itself. This year the V Class and Flybridge brochures feature an uncoated softback cover with accented foil blocking and clear varnish elements to the type. The guts of all three brochure types were printed on a high gloss stock with a gloss coating to help lift and add vibrancy to all the images. The Generic brochure featured a hardback cover with matt laminate and silver foil and used a new lifestyle image photographed in Thailand earlier in the year.

Read More >>

Presenting a brand to the outside world isn’t all glitz and glamour, but maintaining a consistent image, tone of voice and style is essential if that brand is to develop any resonance with its target audience. Acting as ‘brand guardians’ helps us to make sure that any creative material reaching the outside world – from website to brochures to vehicle livery – is not only accurate, but also meets the underlying marketing objectives. We also think they look pretty good (maybe we should offer to do a yacht in the same style)…