boatfolk
Transforming the landscape of marinas with a purpose-driven brand.
Services
Brand strategy
Art direction
Brand identity
Copywriting
Design for print, social and digital media
Signage and wayfinding
Sectors
Hospitality, travel and tourism
Marine
Credits
Photography by James Bowden and Jenna Foxton. Videography by Luke Pilbeam
In an industry often seen as elitist and exclusive, boatfolk marinas emerged as a disruptor with a fresh, inclusive vision by Simple Truth. After a significant expansion and initial rebrand, boatfolk engaged us to help launch its new purpose-driven strategy, aimed at making boating fun, accessible, and sustainable for everyone.
Place-led brand activation
With a bold brand identity in hand, we rolled out the new strategy across 11 unique UK marinas, grounding each destination in its local context. From signage and wayfinding to print, digital, and campaign-driven media, our work ensured that every touchpoint reflected boatfolk’s mission: to create great places that make it easy for people to enjoy life on the water. This cohesive brand experience, guided by thoughtful art direction and copywriting, has been instrumental in positioning boatfolk as a leading industry disruptor.
Celebrating the boatfolk spirit at the Southampton Boat Show
The Southampton Boat Show becomes a vibrant showcase of the boatfolk ethos—where the stories of their berth holders, teams, and partner brands converge in a unified celebration of community and shared experiences. In collaboration with Event Exhibition, we’ve crafted a distinctive space that brings the boatfolk family together, embodying the essence of connection, place, and purpose.
A new wave in marine retail: boatpoint
Building on the core brand, we repositioned boatpoint, boatfolk’s brokerage arm, to extend its values beyond marina boundaries. This rebrand not only elevated boatpoint’s presence in the used boat market but also paved the way for new boat launches, including partnerships with Quarken, Ryds, and Elan. Our strategic marketing and content support has helped boatpoint carve out a strong identity in the UK’s marine industry.
Elevating marina services: boatcare
Through targeted workshops and strategy sessions, we repositioned boatcare – boatfolk’s boat servicing and maintenance arm – as a crucial offering within each marina. We crafted a tone of voice that is both authoritative and approachable, underpinned by clear brand pillars that resonate with both the internal team and customers, ensuring a consistent and compelling narrative.
Inspiring future boaters: boatgen
The boating world can be difficult to enter, especially for younger audiences. To break down these barriers, boatfolk partnered with The Andrew Simpson Foundation to launch boatgen. This anti-brand within the marine space is designed to inspire the next generation of boaters, challenging perceptions around the accessibility of boating and making it easier for people to get out on the water and have fun.
Crafting characterful destinations: boatfolk Bars
We redefined the hospitality experience at boatfolk’s marinas by rebranding and launching five distinct restaurants, each reflecting its unique setting. From a high-end restaurant on a decommissioned lightship to a casual waterfront café, our strategic approach to branding, marketing narrative, and identity development has infused each location with character, enhancing the overall destination experience.
Leading the charge against marine pollution: Coastline Deadline
At the heart of boatfolk’s brand is a deep connection with place, driving its commitment to environmental stewardship. We partnered with boatfolk to launch Coastline Deadline: a hard-hitting initiative that shines a spotlight on marine pollution and the critical role marinas play in the marine ecosystem. This campaign, characterised by impactful language and a bold identity, has fostered partnerships with Ocean Bottle and The Seahorse Trust, furthering boatfolk’s environmental mission.
Redefining boating access: Beyonder
Recognising an emerging market in boating rentals, boatfolk launched Beyonder: a subscription-based boating brand that redefines the boating experience around fun and accessibility. With a clear and distinct positioning, Beyonder is set to lead the charge in making boating more attainable for everyone.
