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A'MAR

Business description

A sea-loving family that turned their passion into a business by starting Elite Yachts to represent Colombia Yachts and Axopar Boats. They expanded their market by creating a luxury charter business to cater to the growing tourism industry.

Location

Colombia

Year

2021 - 2022

Responsibilities 

Branding | Social Media Strategy & IG Content

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Objectives

  • Build a community around the product that fosters strong engagement and generated a lasting impact. 

  • Maintain consistency in the interactions with the audience on the brand's Instagram account. 

  • Create a lifestyle around the product, allowing the audience to feel strongly attracted to the brand and feel highly valued for being part of it. 

  • Establish a visual positioning and brand recognition that effectively communicated the brand's values to the audience. 

  • Formalize the services already offered, structure the product offer, and communicate it attractively and in an easy-to-read manner. 

How?

  • Restructure social media through purely visual posts, call to action, story interaction, concise, informative content, and quick reading.

  • Create innovative stories, posts, and design reels.

The process

I. Re-branding

Color palette

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Typography

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Redesigned the brand by changing the typography and colors to enhance recognition and add sophistication.

The chosen baby blue colors complement the serious beige tones, perfecting balance. The typography is straightforward, with an inviting, minimalist font that communicates the brand's aesthetics in a clean, modern way. The updated visual identity maintains its core values and messaging while presenting a fresh, contemporary look that better resonates with its audience and strengthens its market position.

II. Digital Strategy

Content Types: 

Informative: Action button for scheduled appointments, information, telephone, and email due to the type of service provided so that the user can get a great experience.

Aspirational: Share a little bit about the brands' lifestyle.

 

Types of stories & posts:

Sharing clients' experiences, showing the brand's lifestyle, the week's experience, how to book, this or that activities, quizzes, and facts, among others. 

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  • Before it had a few visual harmonies. 

  • Visitors needed to interact more with the brand. 

  • After the re-branding, they started to have more followers and more engagement.

Before

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After

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Impact

Being able to redesign the brand and create a digital strategy helped the brand to get more recognition, and it was able to reach other audiences in other parts of the world, such as the United States, Mexico, and Spain. Unlike months before, visitors interacted less, and thanks to the new digital strategy this went up by 178% more.

Customer satisfaction increased by 22%. 

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