Brand & Web Design
Sussex Yacht Club
Redefining the brand of one of the oldest sailing clubs in the UK for a new generation
The Challenge
With a proud heritage spanning 131 years, Sussex Yacht Club briefed us to bring their brand identity and website into the 21st Century to compliment their recently built, award-winning clubhouse located in Shoreham-by-Sea. The burgee design below (which represents most yacht clubs) had been used by the club since it began. The brief from the SYC team was to ‘be dynamic, bring the flag to life, build engagement and attract a younger audience to help ensure the clubs future growth and sustainability’. We were given the opportunity to do just that.
The original branding
Our Solution
Our brand repositioning workshop allowed us time to articulate the final brief and confirm the club’s brand vision. This gave us a clear understanding of what success would look like to support their strategy to promote the club to both new and existing members. We worked in close partnership with the team to confirm their brand values, brand personality and Tone of Voice.
We are proud to say the ‘spinnaker motif’ identity was unveiled to members to unanimous approval. We supported the identity with the strapline ‘Share the Passion’ which perfectly articulates their aspiration for the future of the club.
A website that works for SYC
The website was to designed to ensure all the needs of the club’s audience were met and we held user-focussed workshops, building on the previous work undertaken in the brand development stage.
The SYC team required a user friendly, easy-to-manage website that could streamline registration sign-ups and allow members to easily book facilities both in the clubhouse and on the water.
Peripatus developed a phased solution that integrated fully with Harbour Assist, incorporating both public and gated content with new and registered members gaining access to the following:
- Member registration sign up
- Facilities hire
- Restaurant reservations
- Training booking
SYC now have a website future-proofed and ready for a new generation of club members.
“We were extremely impressed by how quickly the team understood and internalised what we are all about even though we are not a conventional commercial business but rather a sports organisation/a sailing club with a very specific mission.
The brand identity workshop was revelatory with regard to unpicking what we really needed. Calm but intense they got us to identify our core values and desired tone of voice – it was almost like therapy. And during the course of developing the new logo and branding, gently encouraged us out of our comfort zone to arrive at a stunning new identity….which represents what we stand for/are about, principally the pleasure of being on the water – and is clean, elegant and above all, modern and stirring – the sense of excitement and adventure it conveys hugely exceeded our expectations.
And throughout they were a joy to work with – warm, calm and efficient in spite of the demanding schedule we set and the idiosyncrasies of working with a members organisation run by volunteers who all have day jobs. And who are not all tech wizards.
We anticipate continuing to work happily with them as they support our ongoing development”.
Sue Large Sr
Rear Commodore & Hon. Treasurer
View the website at sussexyachtclub.org.uk
