Pivoted from Retailer to
Boating Lifestyle Brand

West Marine 360° Brand Development


Recent acquisitions created growth, but didn’t translate into customer satisfaction. We needed to align the 40 year old “auto parts of boating” brand with two acquired competitors to create a single voice.


Celebrate the commonalities inherent in all boaters as well as the differences between sailors, power-cruisers, fisherman, and wake-boarders.


West Marine is the REI of the boating.

Scope of Work

  • Branding Platform
  • Brand Architecture
  • Identity Update
  • Tagline Development
  • Packaging Systems
  • Environmental Graphics
  • Catalog Facelift
  • Style Guide

“David’s genius is the process, facilitation, and experience to gain the senior team and consumer insights, arrive at a hypothesis, test that idea then translate into a workable consumer position. In forty-year-old passion based companies that is a tall task.”

– L. Ferguson, Chief Marketing Officer, West Marine

We helped West Marine define the boating lifestyle and build a brand around it. What’s your brand’s growth challenge?

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