The re-berth of Barcelona’s Marina Port Vell

We’re delighted to announce our latest project, launching at the Monaco Boat Show today: The full brand identity and guidelines for one of the most ambitious marina transformations being undertaken in Europe – the refurbishment of Barcelona’s Marina Port Vell. The identity is being rolled out across stationery, merchandise, launch materials, uniforms, signage and a new website, and we’re working closely with the architects of the new marina to ensure that the brand identity is consistent with the environment there.

Following Salamanca Group’s purchase of Marina Port Vell in July 2010, we were appointed to develop a total brand solution for what is to become a new superyacht marina, opening in Autumn 2012. Salamanca Group wanted to understand the fundamentals of supply and demand in the industry, the triggers that sway market opinion to buy or rent a superyacht berth and what the most important factors are when making these decisions.

Our first brief, ahead of the design of the identity, was to undertake extensive research to ensure that business and brand strategies would be aligned. We needed to understand and feedback on the market overview (demand and supply, berth sale and purchase patterns, price, benefits of berth ownership, overview of the Spanish market), define audience profiles, establish key considerations for choosing a marina, understand the competition and set the brand strategy to align with the business needs. Once done we went on to design the visual identity and are now helping to roll out the brand, which is to be unveiled, together with the new superyacht marina layout, today.

Martin Bellamy, Chairman and Chief Executive of Salamanca Group said of us “Aesop’s brand story process informed our business strategy for the marina, and they created a striking visual identity to deliver the impact we need to stand out from other marinas around the world.”