b'FOGHORN FOCUSPhotos from left: the Catalina Flyer before rebranding; the new exterior branding in place with the signature red topA VESSEL EXTERIOR IS AN OPPORTUNITY CASE STUDY 1: CATALINA FLYERWhattypeofservicedoyouoperate?Canpotentialcus- Thevesselownerwantedtorebrandforthreereasons:tomerstellbylookingatyourboatwhetheryouarerun-ningawatertaxi,asightseeingorwhalewatchingexcur- A)Todifferentiatetheirvesselfromtheirneighborsatsion,oranovernightcruise?Itsimportanttoensureyour CatalinaExpressvesselproperlyconveysyourstory.B)Underwentalarge,highbudgetoverhaulandwanteditWHY REBRAND? toshowontheoutsideaswellastheinsideMostcompaniesre-brandtoevolveanddrivegrowth.Some-timestheyneedtorepositionwithinthecurrentmarket,or C)WantedcustomerstoknowthattheFlyerisavesseltheywanttobroadentheirappeal,orperhapstheywantto thatoperatesinandoutofNewportBeach,Calif.expandintoanewspace.Otherreasonstorebrandmightbeduetoarecentmergeroracquisitionorasaresponsetoa The Approachpublicrelationscrisis.Doesyourbrandseemstale?Doyou Wesentourquestionnaireandthenwemettodiscusstheirhaveanewcompanyvisionyouwanttoconvey? goalsandpreferences.Forexample,theownertoldushewasfondofredandwouldliketoseemoreofitontheves-Asnotedbyonecompanythatrebrandedtheirvesselex- sel.Theyalsowantedtoupdatetheirlogoabitandaddtheterior, A refreshed and modernized brand allows us to wordsNewportBeachtothebow.reintroduceourselvestotheworldtofullyrepresentwhowearetoday,andwhowewillbetomorrow. Onceweunderstoodtheirgoalsandpreferences,weof-feredthreedesignconcepts.Theychoseone,withsomeTRADITIONAL. STANDING OUT, refinements.Now,theycantelltheirpassengerstolookforOR BLENDING IN? theboatwiththeredtop.PHOTOS: CROWLEY ENGINEERING SERVICES MostpassengervesselsthatplyU.S.watershaveablueandwhite,red,andwhite,orred,white,andbluecolorscheme. CASE STUDY 2: KITSAP FAST FERRIESInotherpartsoftheworld,youwillseeawidevarietyof KitsapTransitwasestablishingabrand-newferryserviceassortedcolorcombinations.Weareaproudindustryand andtheirgoalsincluded:loyaltothecolorsthatrepresentourcountryandmaritimetraditions. I encourage vessel owners to ask themselves, A)AgencyleadershipwantedthevesselgraphicstoshowDoesmyvesselstandout?DoIhaveaclosecompetitor thattheferryisfastwithasimilarcolorscheme?FOGHORN 16'