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CASE STUDY
Sichterman Yachts
SCROLL
YEAR
2020
CLIENT
SICHTERMAN YACHTS
SERVICES
BRANDING
CONTENT PRODUCTIONS
SOCIAL MEDIA MANAGEMENT
ADVERTISING
They build amazing yachts, we build an incredible brand.
Sichterman Yachts is a Dutch boutique yacht builder which combines decades of family craftsmanship with smart design and super yacht technology. This results in a new company which has been shaken up the yacht industry in their own, unconventional way.
— Sichterman Yachts combines decades of family craftsmanship with smart design and super yacht technology.
CHALLENGE
The founders of Sichterman challenged us to build a new brand, based on their vision and which matches with the high quality of their aluminium fleet. And to find a position in a conservative market that is difficult to penetrate.
STRATEGY
From the many brand strategy sessions with the client we concluded that Sichterman Yachts has many storylines that can be told in various ways, such as the brand, the exceptional product and their unconventional way of approaching the yachting business. The first step was to set out a brand journey and align the complete brand to the extracted message and for everyone within the company to understand and tell the Sichterman story in the same way. The story had to be mean and lean, which potential clients instantly could understand and reproduce.
With content marketing, smart PR, the use of social media and a bit of ‘old-school’ advertising, we’ve launched the brand within the yachting market. Besides being a strategic partner, Headsprung also takes care of the full implementation of the strategy, with a dedicated team of marketeers, project managers, designers and social media specialists.
CONCEPT
Sichterman Yachts is named after Jan Albert Sichterman a Dutch V.O.C. merchant from the 18th century. The brand identity is completely inspired by the family coat of arms, paintings and illustrations of the former merchantman. While many boat brands have technical names for boats in their fleet, we have given each Sichterman boat its own identity. These are based on elements from the family crest and from the nautical world.
We developed the various storylines into tasteful content that is used on the website, in press releases and social media. To top it off, we developed a lifestyle magazine, which shows the world of Sichterman and a presentation of the fleet.
RESULT
The launch of the brand generated a lot of free publicity for Sichterman Yachts due to clever seeding PR and the use of mouth-watering content. This was supported by print advertising in high class yachting magazines and the engagement of both yachting and lifestyle influencers.
Raising awareness generated high-potential leads, resulting in several sales. The approach also resulted in a great collaboration with the well-known Dutch interior designer Eric Kuster, for the development of a special edition of the Libertas 15M.
— Timeless design incorporating simple lines creating everlasting beauty
CASE STUDY
Sichterman Yachts
SCROLL
YEAR
2020
CLIENT
SICHTERMAN YACHTS
SERVICES
BRANDING
CONTENT PRODUCTIONS
SOCIAL MEDIA MANAGEMENT
ADVERTISING
They build amazing yachts, we build an incredible brand
Sichterman Yachts is a Dutch boutique yacht builder which combines decades of family craftsmanship with smart design and super yacht technology. This results in a new company which has been shaken up the yacht industry in their own, unconventional way.
— Sichterman Yachts combines decades of family craftsmanship with smart design and super yacht technology.
CHALLENGE
The founders of Sichterman challenged us to build a new brand, based on their vision and which matches with the high quality of their aluminium fleet. And to find a position in a conservative market that is difficult to penetrate.
strategy
From the many brand strategy sessions with the client we concluded that Sichterman Yachts has many storylines that can be told in various ways, such as the brand, the exceptional product and their unconventional way of approaching the yachting business. The first step was to set out a brand journey and align the complete brand to the extracted message and for everyone within the company to understand and tell the Sichterman story in the same way. The story had to be mean and lean, which potential clients instantly could understand and reproduce.
With content marketing, smart PR, the use of social media and a bit of ‘old-school’ advertising, we’ve launched the brand within the yachting market. Besides being a strategic partner, Headsprung also takes care of the full implementation of the strategy, with a dedicated team of marketeers, project managers, designers and social media specialists.
concept
Sichterman Yachts is named after Jan Albert Sichterman a Dutch V.O.C. merchant from the 18th century. The brand identity is completely inspired by the family coat of arms, paintings and illustrations of the former merchantman. While many boat brands have technical names for boats in their fleet, we have given each Sichterman boat its own identity. These are based on elements from the family crest and from the nautical world.
We developed the various storylines into tasteful content that is used on the website, in press releases and social media. To top it off, we developed a lifestyle magazine, which shows the world of Sichterman and a presentation of the fleet.
result
The launch of the brand generated a lot of free publicity for Sichterman Yachts due to clever seeding PR and the use of mouth-watering content. This was supported by print advertising in high class yachting magazines and the engagement of both yachting and lifestyle influencers.
Raising awareness generated high-potential leads, resulting in several sales. The approach also resulted in a great collaboration with the well-known Dutch interior designer Eric Kuster, for the development of a special edition of the Libertas 15M.
— Timeless design incorporating simple lines creating everlasting beauty
Lois Jeans
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