Project Description

UNIQUE was commissioned with developing a corporate design for the San Lorenzo SL 118 yacht “HAIIA” (Valetta/Malta).

“The bait has to appeal to the fisherman!”

Everyone has different tastes. This also applies to logos. One of the most famous marketing rules is: “The bait has to appeal to the fish, not the fisherman.” Simply translated: it’s the customer’s taste that matters not the seller’s. The UNIQUE team always follows this maxim with all marketing projects for its international clients.

In the case of a yacht though it’s different as only the owner (i.e. the “fisherman”) has to like the logo. A totally different challenge for the designer 🙂!

UNIQUE was commissioned with developing a corporate design for the San Lorenzo yacht “HAIIA” (Valetta/Malta). Creative Director Pascal Gerdsmeier describes the first encounter between the client and agency: “Even the first time we met on board at the Monaco Yacht Club it was obvious that the owner and I were on the same wavelength, which makes the work much easier. I viewed the yacht, a San Lorenzo SL 106 with its very specific hull shape, looked at the interior, listened to him as he talked about himself. The Hebrew name “HAIIA” was the challenge. I very quickly got a feeling of what might suit him and his yacht.” After two weeks and endless sketches, three different designs were presented and the owner immediately loved one of the logos. Voilá!

We produced: yacht branding on board with signs, towels, letterheads, etc.

Project Details