Launched in 1969 by Americans Charles & Ginny Cary, The Moorings had established itself as the World’s most exclusive sailing vacation provider. Yet its visual expression was starting to look tired and outdated, lacking the sophistication and luxury contemporaneity befitting of a brand of its stature.
Our brand idea of ‘A Rewarding Privilege’ helped to inspire the new identity for The Moorings, also influenced by a contemporary American-style that conveys a timeless elegance and poise. This informed the photographic style, colour palette and typography that resulted in a more aspirational look and feel across all touchpoints.