Princess Yachts International – Brand Experience

Motivated by a passion for the marine industry and a strong coastal heritage, White Space Creative Director, Paul, set out to attract marine sector clients. This led to the creation of Breeze Marine, a dedicated subdivision of the agency, in collaboration with a local marine marketing specialist. This collaboration led to the development of a full brand identity, collateral, and an exhibition stand to launch the Breeze Marine brand at key industry events.

Following a promising meeting, Princess Yachts expressed interest in working exclusively with Paul as their main contact. This required a difficult internal decision, leading to the dissolution of the Breeze Marine partnership. Ultimately, Paul retained the client and laid the foundations for a long-term relationship.

Paul's first project was a postcard for the London Boat Show featuring a nostalgic image of a boy and the tagline: 'One day I want to be successful and marry a Princess.' The campaign was a hit, increasing attendance and securing further work.

Paul pitched and won the advertising account by introducing fresh headlines, improved layouts, and enhanced imagery. Working closely with Princess’s boat exterior photographers, visual storyboards, and an optimised suite of existing photography were developed to support a new creative direction. 

Next, the brochure suite was won through a pitch that showcased a contemporary design strategy. The concept featured a high-end hardback format with a faux leather cover and a recessed brushed aluminium plate. Each brochure was translated into eight languages to ensure appeal to a global audience.

Photoshoots were then conducted in glamorous locations including Majorca, the South of France, the UK, and Corsica. Helicopter-based photography captured motion blur to convey yachts travelling at high speed. Each shoot required meticulous planning to perfect lighting, positioning, and timing.

Princess was introduced to Arc Media, a world-leading CGI agency. Working in partnership, photorealistic stills and motion animation were produced to showcase new models ahead of production, helping to secure early-stage sales.

With the launch of the M-Class, Princess required bespoke, low-run, luxury promotional collateral. CGI assets, cinematic videos, and exquisitely crafted brochures were created and presented in faux alligator skin cases with premium interior linings.

Over 15 years, Paul and his team helped elevate the Princess Yachts brand across advertising, collateral, photography, CGI, merchandise, and web. The work contributed to increased engagement, sales, and global recognition. The partnership ended only when LVMH acquired the business and brought in its own global ad agency. It was a journey filled with creativity, collaboration, and exceptional results.