La Fenice
A yacht bought back to life like a Phoenix from the flames hence her name; Italian for Phoenix. Our client has done an amazing job of her restoration without losing any charm. With Christian Liagre interiors and a history of Americas cup she is key part of nautical history. Our job was to create a brand that referenced her past but also exuded a sense of luxury.
The Brief
Our mission was to create a brand that could be both iconic and mysterious. Creating a form of members club where those that know know and the others are left desperate to get involved. This FOMO would be encouraged through engaging messaging, a strong identity, all rolled out across a website and social media. La Fenice is very unique as its built to withstand the roughest seas and can take you anywhere. This sense of adventure needed to be clear throughout.
The Process
There were two core parts of this project like many others. The written narrative and the visual one. We set the foundations for the brand positioning by truly getting to grips with the audience. Exploring what each one is mostly interested in and ensuring the messaging correlates.
Brand identity
The brand combined a bespoke Phoenix motif with a clean logo type that had both a fashion and nautical vibe. The number is the vessel registration no.
Combining a luxury red with softer tones inspired from the exteriors and interiors of the revamped yacht. Refined type styling and layout aesthetic with new photography.
Inspired
We created a core graphic styling that references the shapes of signal flags. From social media to website page templates.
FOMO
We created a wide set of merchandise that would be visible in the ports when she was near by. From beanies and t-shirts worn in town to secret invites that would all help create a buzz.
The Result
La Fenice is now fully revamped both inside and out and has an ownable brand and story that sets here apart from her ‘gin palace’ neighbours.
“La Fenice is one of a kind and I wanted to work with people who understood that. The team at Big Helping were able to truly translate La Fenice’s rich history and translate it into messaging and a new brand that nods to the past but lives comfortably in today’s marketplace.”
Leigh Shardlow
Owner of La Fenice