An original yacht charter brand, repositioned against new disruptors.
LateSail was an original online yacht charter booking brand, but new competitors and changing customer expectations had blurred what made it different. Our brand strategy rebuilt its proposition around customer service, with a sub-brand to carry it and visuals to bring it to life.
An original brand, no longer distinct.
Disruptor brands had entered the space and customer expectations were changing. LateSail lacked a clear point of difference, so it asked us for a brand review and strategy to redefine its place in the market.
A proposition built on customer service.
An in-depth analysis of the competitor marketplace, customer reviews and an internal audit shaped the strategy, and led to fresh customer personas and a value proposition built around customer service.
- A value proposition built around customer service
- The offer described from a customer experience perspective
- A sub-brand for the new proposition, reducing reliance on the parent name
- Visuals to bring the new brand to life
A more customer-focused brand.
The work marked a significant shift in positioning and proposition. LateSail now understands what it does best, and for whom, and has a more customer-focused brand with visuals that bring its vision to life.
“Wonderful have worked with us to understand what we do best, and for who. This has enabled us to create a more customer focused brand with visuals that really bring our vision to life.”Sebastian Hirst, Managing Director, LateSail
