GUEST Program Rebrand
I was asked by the GUEST Program, to work on a redesign of their logo and branding, this was to include a new logo suite, brand guidelines, image bank and styles, social media templates both image and video, as well as a flyer, flag and banner design to be used at the Monaco Yacht Show 2022. Furthermore, continuing to design monthly social media reels for GUEST.
GUEST, is the only Internationally Accredited Maritime Hospitality Program available to Crew working in the Luxury Super Yacht sectors. 2022 saw a major new development for GUEST, expanding its remit to produce non-mandatory training and professional development for crew across all departments on board superyachts from Captains to engineers and so in addition to looking to refresh their branding, as it was felt the previous was beginning to look dated and did not reflect its new role and would not appeal to its new market.
The brief for the logo was for the design to look clean, eye-catching and versatile, as it would be used on a number of different materials, ranging in scale from stationary, to large scale printed and digital materials. It was also important that the logo could be used with and without the strap-line, appealing to a wide audience.
The logo and branding needed to appeal to a wide audience, being an international organisation, it needed to have a level of gravity and the design needed to appeal to all stake holders; a range of Superyacht crew departments; Superyacht crew of different experience, from new crew to senior members of crew; as well as the Superyacht industry overall. It was important that the design was suitable for all of these areas, with a need for versatility.
Based upon this brief, I created a combination mark logo, where the G acted as a symbol, this could be used alone or with the name and strap-line. Furthermore, a range of blues and greens were used throughout the branding to represent the ocean, as well as different GUEST departments. These colour palettes were carried through into branding materials such as: flyers, banners, flags, and social media materials
As well as the logo design, a comprehensive brand guideline and image bank was created, this being important as it gives a clear insight into who GUEST is, the image bank also creating a representation of the organisation and the style and tone which is to be portrayed.
A range of flyers, banners and flags were created to be displayed at the Monaco Yacht Show, these needed to highlight and show the new GUEST branding, as this would be the first place it would be seen. Imagery with the same blue hues was used throughout, to compliment the colour palette of the logo design and branding.
In the Autumn months, imagery and messaging was worked on for GUEST, with a new approach to gain awareness via social media, I spent time considering the tone of voice, messaging, colour palettes as well as the combination of video and imagery. With in this work, it was important to retain a level of gravity as GUEST is a governing body; yet also having a fresh more accessible approach, appealing to a broader audience. The potential audience consisting of a wide group of targets from entry level, through to senior and experienced crew across all departments, training providers and the industry itself in all its breadth.
