Defined the Boating Lifestyle

West Marine 360° Brand Strategy


Recent acquisitions created growth, but didn’t translate into customer satisfaction. We needed to align the 40 year old “auto parts of boating” brand with two acquired competitors to create a single voice.


Celebrate the commonalities inherent in all boaters as well as the differences between sailors, power-cruisers, fisherman and wake-boarders.


West Marine is the REI of the boating.

Scope of Work

Branding Platform

Brand Architecture

Identity Update

Tagline Development

Packaging Systems

Environmental Graphics

Catalog Facelift

Style Guide

We helped West Marine define the boating lifestyle and build a brand around it. What’s your brand’s growth challenge?

We Can Help

“David’s genius is the process, facilitation and experience to gain the senior team and consumer insights, arrive at a hypothesis, test that idea then translate into a workable consumer position. In forty year old passion based companies that is a tall task.”

L. Ferguson

Chief Marketing Officer, West Marine

Ready to talk about your project?