CHALLENGE:
A Twin-Cities based Boat Club moved to a different marina on Lake Minnetonka, which drove the need for a business name change. It also provided a great opportunity to rebrand the club and further differentiate itself from other newcomers to the increasingly competitive market.

APPROACH:
Research was undertaken with the existing customer base to better understand key differentiators for the boat club. This data was used to redefine the brand, develop a new logo, and launch the new brand through advertising and marketing initiatives.

RESULTS:
The boat club rebranding was implemented throughout all marketing initiatives including website, marketing collateral, social media, signage, vehicle branding, newspaper and radio advertising, and support of a community fundraising event for the public school district.

"I love the new logo!"
    —Bay to Bay Boat Club customer and Facebook fan