The Client
World Cat is a leading manufacturer of power catamarans. While "traditional" boats utilize a single-hull (or monohull) design, catamarans have two hulls. This dual-hull design helps act as a cushion while the boat is underway; smoothing the ride and creating more stability at rest. The smoother ride is a tremendous selling point for World Cat, and they even boast the ability to add years to your boating career by being more gentle on your back without any slamming or pounding that monohulls are known for in rougher water.
The Approach
World Cat's unique and proprietary hull designs offer a lot of advantages, and spreading the word about these advantages was our main marketing goal for a long time. We flooded marine publications with ads, helped carve out a large footprint at boat shows, sent e-blast after e-blast, helped brand their factory-sponsored customer events, and created a strong social media presence, fostering a large, tight-knit World Cat owner's group on Facebook along the way. With the smooth-riding-cat out of the bag, so to speak, the marketing strategy is shifting its course to customer relationship management.
The scope of work has been extensive, and I am fortunate to have been involved in a large percentage of it. Initially, I helped expand the existing World Cat brand by adding secondary and tertiary colors to the palette, and helped establish brand standards and guidelines to be used within the agency. As the primary designer, I play a crucial and active role in developing digital and printed marketing materials such as brochures & catalogs, product information guides & spec sheets, publication ads, social media graphics, website & landing page graphics (like the sliders currently on the homepage of the World Cat site), emails (so many emails), owner's manual covers, posters, tri-folds, mini brochures, logos for customer events & sales events, customer event print collateral, boat show displays & signage, banners, printed canvases & dealership displays, shirts & stickers, Tervis tumblers, gift cards & gift certificates, postcard mailers & save the date handouts, emails (did I mention that already? Over 400 emails), and once I even designed the bootstripes (the pinstripe decals on a boat, how cool is that?!) for all but the X-Series models.
Joy DeHaven, Designer | Brittany Huey, Art Director | Mark Jerkins, Account Executive | Tinsley Creative, Agency