When Jones Bay Marina sought to attract the world’s most discerning captains, crew, and agents, a brand refresh was needed to match its world-class location.
The Challenge
Jones Bay Marina (JBM) needed a clear, unique brand identity to stand out in the competitive luxury marina market on Sydney Harbour. With a major competitor owning key search terms, JBM required a strategy that would highlight its unmatched location, premium service, and dedication to excellence.
Our Approach
OOTS led a strategic brand transformation to reposition JBM as a ultra-luxurious Superyacht Marina. Through collaborative workshops with internal and external stakeholders, we clarified JBM’s purpose to “Elevate Marine Industry Excellence” and developed audience-specific messaging for captains, agents, and crew.
We rebranded them as Jones Bay Superyacht Marina to cement their premium positioning and improve search visibility. A refreshed visual identity captured the charm and sophistication expected by Superyacht clientele, aligning the brand with their elevated expectations.
The Results
The rebrand successfully positioned JBSM as a premier luxury destination on Sydney Harbour, resonating with their elite audience and laying a strong foundation for future growth.
Anyone who has redeveloped a marina knows it's a long and winding road. Adding to this a full rebrand, name change and website launch takes this up a notch. Doing this going into a busy summer peak season raises the bar again. We can’t thank you and the team at Out Of The Square enough. From pitch to launch has been a targeted, professional process, grounded on a pre determined strategy. We look forward to our ongoing collaboration.
