Dockmate is a challenger in the boating industry that is revolutionising the way we dock. As a growing engineering company, the focus has always been building a superior product. Now they felt it was time to create a compelling brand story that would resonate with both consumers and distributors. Having worldwide exposure, clear guidelines were missing on how to further develop the brand and create consistency in every market. Boil® took on this rebranding project and created an appropriate challenger strategy, playing out the superiority of the product. This led to a repositioning as being more premium.
Repositioning
Challenger narrative
GoToMarket plan
Identity refresh
Key visuals
Brand guidelines
Website remake
B2B campaigns
Trade shows
Dockmate is a wireless remote control for docking any boat. Thanks to their industry leading technology, captains are able to leave the helm and get a closer look at their surroundings while still in complete control of the boat’s movement, resulting in total control during typical manoeuvring in marinas and tight quarters.
During the brand strategy phase we worked on a competitor GAP analysis.
Dockmate came out as the most accurate and the most compatible solution on the market.This means it offers the best control on any boat.
We also benchmarked the top-of-mind associations people made when seeing the logos. The logo of Dockmate was percieved as being more technical. Based on these insights we uncovered the differentiating potential of the brand.
The next step was defining an appropriate challenger strategy.
What Dockmate challenges are stressful docking manoeuvres. By building a nextgen solution that is revolutionising the way we dock, Dockmate aims to have an impact on the boating industry. We described the mindset of the challenger brand as ‘boating is evolving, so should you’.
The challenger strategy led to the baseline ‘Explore More’. The idea behind the story is that no captain should be held back from exploring the world due to stressful docking manoeuvres. The mission of Dockmate is to give captains the confidence they need to go and explore the world.
We designed inspirational key visuals conveying the beauty of exploring the water with a boat.
At the same time we fine-tuned the architecture of the brand design following the repositioning. We created a brand book containing the brand manifesto and clear guidelines on how to use the brand.
The rebranding was launched during a leading event in the boating industry. The sales channels were equipped with updated collateral and the implementation of the growth plan kicked off in 2023.
