Maverick Marine
Giving a nod to the weekend warriors.
Right from the get-go, the logo needed to embody its meaning; doing things differently, not conforming to the known rules and slightly rebellious.
Client
Maverick Marine
Project
Brand Creation
Location
Wellington, New Zealand
Year
2018
-
Role
Creative Director, Designer
Agency
DNA Design
Category
Marine Manufacturing
Contributors
David McClellan – Client
Grenville Main – Strategic Oversight
Zakary Kinnaird – Digital Design
Murray LLoyd – Photography
Brand Signature
Brand Strategy
Concept Creation
Detailed Design
Signage
Retouching
Visual Identity
Maverick was born from a vision to redefine the sport boat. Recognising shortcomings in single hull designs, the brand aimed to create a safer, more comfortable, and versatile vessel, ideal for fishing, hunting, and leisure.
Challenging the status quo in the boating industry required a bold approach. As boat purchases are significant investments, and overcoming preconceptions about twin-hull boats was essential. The brand needed to stand out in a market dominated by conventional designs from well established manufacturers.
The Maverick name encapsulates the brand's rebellious spirit, reflecting the client's "go hard or go home" mentality. A premium positioning was adopted to differentiate the product from typical tinny boats. The design aesthetic was intentionally provocative, drawing inspiration from high-end luxury brands while subtly mocking competitors. A sophisticated visual identity, incorporating a custom wordmark, water-inspired patterns, and a refined color palette, elevates the Maverick brand to a new level of desirability. This holistic design strategy not only reinforces the boat's exceptional performance but also establishes it as a coveted lifestyle accessory.
The idea was simple. Twin hulled boats are far more stable in the choppy and often unpredictable waters off the coast of New Zealand.
The Renegade 450, the first proof of concept product was an immediate talking point at Boat Shows. Twin Hulls meant standing out from the crowd = a Maverick!