Declaring it’s not just a boat, but a lifestyle.
Create a space that celebrates all the whys of boat-buying, including the strong family connection that boaters tend to have.
Smart and affluent individuals who are connected to their families. While men tend to be the decision-makers, boat buying is very much a family decision.
It’s not just about the boat, but the memories that will be made on the water with loved ones.
The overarching storyline for this project was, “Welcome to the Family,” as boat buyers are becoming a part of not just the Mastercraft family, but the greater boating community. The storyline is reflected across three chapters in the space: Mastercraft isn’t just a boat (It’s a lifestyle), But it’s still a badass boat (See for yourself) and Your life style (Welcome to the family).