Evinrude Marine / Repositioning the original outboard engine.

BRP U.S. Inc, selected United to partner with the Evinrude to create the new brand positioning for the Evinrude outboard motor company.

Although Evinrude invented the first commercially successful American outboard engine over one hundred years ago, the company's long-held position as the leader in outboard motors has diminished considerably, as new brands have entered the market.

To take back significant market share, United was brought in to support the Evinrude marketing team to course-correct and redefine the brand direction. It was essential to give definition and focus to the brand messaging in the boating community's eyes and a dealership network that had lost faith in the brand.

Developing the new brand positioning for Evinrude was more than just a brand challenge; it was an organizational challenge. It was important to make pivotal changes, not slight modifications.

How we supported Evinrude.

1. Brand Immersion, Audit & Analysis

2. Creative Brand Strategy

3. Brand Logo Development

4. Annual Brand Catalog

5. Digital Applications

6. Comprehensive Brand Guidelines

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       “THANK YOU so much for all of your work on the Evinrude brand. This was a huge undertaking, but I think it turned out so well, and I thoroughly enjoyed working with you on this project. I cannot tell you how many people have come up to me and said that this is the best catalog we have produced as long as they can remember and that they love the look/feel it has been a huge hit! 
        
You guys have an incredible eye for design and do such amazing work. It was so great working with you and your team!

      Sarah McCluskey / Evinrude Creative Service Lead

Brand
Guidelines

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Not all guidelines are created equal. United developed a comprehensive set of guidelines for the Evinrude brand. The guidelines define all aspects of the new brand positioning: Who our consumers are, how we speak to them, and how to present the brand mark at all points of touch. They establish guidelines and parameters for developing lifestyle and product photography, and how the brand voice comes to life across all brand applications, from print and digital advertising and social media to brand collateral, packaging to sell product sheets.