MASTERCRAFT
MY ROLES: Art Director, Designer, Photoshop Wizardry
MASTERCRAFT – keeping the lead.
MasterCraft is the world market leader in towboats and a true testament to quality and brand recognition.
THE CHALLENGE:
Although MasterCraft is the industry leader, the gap between competitors and MasterCraft had narrowed, with many brands adopting “the MasterCraft look,” creating a homogenized aesthetic. It was time to differentiate without losing brand equity. We needed a way to draw a line in the sand and communicate that MasterCraft was still the industry leader.
THE SOLUTION:
Nemo started with the basics: redesigning the X-Series boat graphics, which positioned the other manufacturers as followers if they tried to keep up, or stagnating in the past if they didn’t. This was followed by an intriguing print advertising campaign focused on an integrated marketing effort that drove potential customers to microsites (keep in mind, this was in 2003, when no one was integrating customized web content).
THE RESULTS:
It is more and more apparent that the close competitors are being left behind—both on the water and in the communication. MasterCraft stands out as a leader. Nemo eventually grew to be MasterCraft’s agency of record for the entire line of MasterCraft products.
Dealer catalog
MY ROLES: Art Director, Designer, Photoshop Wizardry
MASTERCRAFT
Catalogs
MY ROLES: Art Director, Designer, Photoshop Wizardry
MASTERCRAFT
Print advertising
MY ROLES: Art Director, Designer, Photoshop Wizardry
MASTERCRAFT
Product graphics
MY ROLE: Art Director
MASTERCRAFT
TV Commercial - X-Star