THE YELLOW BOATS
Challenge
The Yellow Boats are a new and exhilarating way for tourists and locals to see the sights and sounds of the Arabian Gulf. These state-of-the-art, high-speed rib craft are skippered by fully qualified crew and are crammed with the latest technology and safety features, allowing the boats to cut through the water at high-speed in virtually any weather.
We were asked to produce a brand identity which depicts the boats in full flow with the branding being able to work through a variety of applications and media. The ‘all-year’ sunshine in the region was a factor so an overly dark colour palette had to be avoided.
Solution
The identity draws on the aerodynamic shape of the rib craft and mirrors the boat moving through water at speed.
The colours were chosen as they are bright, vibrant and work well in the strong sunlight of the Gulf Region.
The identity was applied to a wide range of material including the boats, tickets, brochures, merchandising, signage, POS, advertising and web. The identity has enjoyed high levels of exposure, particularly during the Abu Dhabi Grand Prix where the boats were the preferred mode of transit for the F1 teams and officials around the Yas Island circuit.