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.

The brochure suite has been well received by Princess Yachts and launches to the general public at the Southampton Boat Show, which starts 16th September and runs through to Sunday 25th September. For your copy, why not visit the show, or contact Princess Yachts directly – www.princessyachts.com

Pictured below: Simon Clare (Marketing Manager for Princess Yachts) at the recent press pass signing off a section of the V Class brochure suite.

Article by Paul Mabin – Managing Director

This shot shows Katie, Matt, myself (Paul) and Tim from DNA on board the flybridge area of the new Princess 32M.

The Princess 32M is the start of a new era for Princess Yachts, now entering the super yacht market with boats costing around £12 million and at lengths over 30 metres. The next boat to launch from the newly acquired South Yard development in Plymouth will be the Princess 40M. To view more information on the new Princess 32M, please click on the following link http://www.princessyachts.com/index.html#/en/mclass/32M/movie.

These shots show the Princess 32M inside the hall at the London International Boat Show.

Article written by Paul Mabin – Managing Director

After months of hard work and anticipation the brand new Princess Yachts brochure suite has been launched! The change in size and orientation allows the dynamic imagery to really make an impact, while the two main boat ranges, Flybridge and V Class, now feature separate identities for the first time from cover designs, through to the stock, finish and overall design and layout. Printed in eight languages, these brochures will be seen all over the world starting at the 2010 Southampton Boat Show.

These Princess Yachts brochures weren’t the only ones completed and released; the new British Ceramic Tile product brochures were also hot off the press in September. Three brochures in total, each one specifically designed for the different target audiences within the retail and trade industries. The new A4 format really shows off the stunning room set imagery which was also commissioned as part of an extensive new product launch.

Princess were showcasing several of their yachts on their impressive and imposing stand, (getting those yachts into position must have been a considerable challenge in itself), but of particular note were the debuts of three new models: the Princess 42 and the Princess 64, whilst the Princess V52 made her first appearance at a UK show.

Despite a busy meetings schedule, Simon Clare, our host, made a special effort to personally show us around several yachts moored in the Marina. Slipping on natty shoe covers we explored the beautifully crafted interiors of the Princess 64 Flybridge. As the wind and rain moved in, we watched in awe as the many visitors vacated the exposed Marina at a high rate of knots, no doubt headed toward the show’s restaurants and refreshment stands.

While we thought nobody was looking Simon F. and I took the opportunity to man the controls of this stunning craft, fearless in the face of the angry elements, blissfully unaware that in the shadows of the storm, lurked Paul with his monster lens. There’s just no escaping the paparazzi is there?

Thanks to the Princess team for an illuminating day out.

Post title quote: Brooks Atkinson

The latest yachts from Princess Yachts International, the Princess 130 and 105, have been revealed on their respective microsites. Designed and created by DNA Advertising, backed by press advertising and characterised by their brooding and mysterious atmosphere, the two new web microsites have a feel and mood unlike any other Princess campaign. See the introductory microsites at: www.princess130.com and www.princess105.com. New images, videos and specifications will be added to the website as time passes so be sure to check back for the latest information.

In the constant pursuit of perfection, Paul Mabin, our Creative Director, flew to Italy to press pass imagery for both the Princess 95MY and V85 brochure. It was the first time DNA had printed anything on this scale  abroad, so Paul was there to ensure the results were up to scratch, in terms of colour accuracy, balance and consistency on text, imagery and cover production.  We’re yet to see the finished result of the V85 brochure, but judging by the quality of the finished brochure for the 95MY, we’re sure we will be pleased. Both brochures will be available at the Southampton Boat Show and we’re all looking forward to seeing the results.