THE PROBLEM

How to preserve Evinrude’s heritage as an iconic brand, while presenting a fresh, cutting-edge image for the future.

OUR SOLUTION

How do you stand out from the crowd in a sea of similarity? By challenging ordinary. So that’s what we asked Evinrude to do. Challenge Ordinary became a brand promise that inspired everything we did for the relaunch ­– from a visual identity that literally set the brand in a different direction to the competition, to a new tone of voice: Daring, defiant and deliberate.

CAPTURING AUTHENTIC EMOTION

Evinrude’s brand imagery revolved around engines. We wanted to shift focus from product to people and the emotions they experience on the water. So Keel went where the customers were: the Miami Boat Show in Florida, to art direct an out-of-the-ordinary photoshoot.

GETTING EMPLOYEES ON BOARD

We applied the same people-first principle at a shoot Evinrude’s Wisconsin HQ, where the workforce’s passion shone through in photography that put them at the heart of the relaunch event.

KEITH SAYS
“Art-directing the Florida shoot was a real highlight for me – and not just because of the fantastic location and weather. Being able see the engines in action, and people’s love of the water, meant we could get genuine energy and excitement into our launch photography.”Keith Crook
CEO at Keel

OUR CLIENT SAYS
“Keel worked seamlessly with our brand team, finding the balance between listening and pushing back so we could see and hear fresh perspectives. They wouldn’t let us fall into a clichéd approach.”Tracy Crocker
Senior Vice-President and General Manager at BRP Marine

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