Evinrude is a true American original. Their outboards were once the engine of choice for boaters everywhere, gracing transoms from Florida to the South of France. After more than 100 years in the business, a near bankruptcy brought this iconic brand to the brink. Bombardier Recreational Products (BRP) came to the rescue and masterminded a turnaround for the business. But Evinrude still needed an equally powerful turnaround for the brand.
We developed a new brand architecture with a single-minded expression of the brand – the North Star – at its heart, setting the course for all the interactions Evinrude created through its people, products and services. We also created a new brand identity, reimagining the horizon line and points of the compass to bring Evinrude’s ‘daring, defiant and deliberate’ character to life.
Relaunching the brand was a story Evinrude needed tell its employees, old and new. A new employee brand book opens with a snapshot of the brand’s history, industry ‘firsts’ and record-breaking stunts. We helped stage the relaunch event, too, creating video and other support materials to re-engage the Evinrude workforce.
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