Rapid growth over the years and a very sales minded culture created a fragmented brand. MarineMax had 55 locations across the U.S., sold boats ranging from 10’ to 100’+, and interacted with everyone from the salty fisherman to the refined yacht buyer.
We started with their customers. We broke them into 4 lifestyle categories.
We defined the unique drivers for Leisure, Watersports, Fishing and Luxury.
We created United by Water to be the catalyst for connections across many levels.
Ads and videos shared a related format, but the stories within each execution capture the individual essence of each lifestyle.