Laser Performance

A Transatlantic Merger And Abundant Product Consolidations... Time for Some Brand Strategy

Performance Sailcraft Europe of Southamption, UK bought Vanguard of Newport, RI to form the largest distributor and manufacturer of Laser sailboats

Advertising – Brand Strategy – Creative Direction – Digital – Environmental – Identity – Messaging – Naming – Print

Brand discovery and strategy meetings revealed a simple but tangible approach to naming the world’s leading small dinghy manufacturer: leverage the power of the Laser name—the number one racing dinghy in the world—with the Performance parts, accessories, and apparel that the brand will sell.