Case study

SAY Carbon Yachts

  • Brand Identity
  • Art Direction
  • Campaign
  • Print & Collateral

Can a yacht brand build recognition without borrowing the industry’s tired luxury vocabulary?

The problem

Yacht marketing speaks one language: nautical themes, champagne on deck and the same recycled promises of luxury. SAY’s real difference was getting lost in it.

The insight

SAY didn’t need to sell a lifestyle. It had an engineering story no one else could tell: 100% carbon fibre hulls and Petestep® technology, built by ex-Formula 1 talent. One material truth.

The idea

See No Limits. A brand that speaks in millimetres, not metaphors, reframing SAY as a performance engineering story. Precise, technical and confident, from the identity to the OOH.

Impact

Launched at the 2026 Cannes Yachting Festival, standing out against a sea of lookalike competitors, and delivered a record sales year compared to 2025.

My role

Design Director, Similar. Led a team of designers from early strategy through concept, identity and production. Worked directly with SAY’s leadership in Germany on multi-language OOH, brochures and internal comms, and now partnering with an AI image studio to render the fleet.

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