The Challenge

With a proud heritage spanning 131 years, Sussex Yacht Club briefed us to bring their brand identity and website into the 21st Century to compliment their recently built, award-winning clubhouse located in Shoreham-by-Sea. The burgee design below (which represents most yacht clubs) had been used by the club since it began. Working through key partners, Peripatus the brief from the SYC team was to ‘be dynamic, bring the flag to life, build engagement and attract a younger audience to help ensure the clubs future growth and sustainability’. We were given the opportunity to do just that.

Our Solution

Our brand repositioning workshop allowed us time to articulate the final brief and confirm the club’s brand vision. This gave us a clear understanding of what success would look like to support their strategy to promote the club to both new and existing members. We worked in close partnership with the team to confirm their brand values, brand personality and Tone of Voice.

We are proud to say the ‘spinnaker motif’ identity was unveiled to members to unanimous approval. We supported the identity with the strapline ‘Share the Passion’ which perfectly articulates their aspiration for the future of the club.