Union anchored a brand refresh for a family-first boat manufacturer by designing and developing a new website and supporting sales app experience.

Regal Boats | Digital Experience Case Study | Union

Regal Marine Industries Case Study

Regal Marine Industries, a family-first and faith-based boat manufacturer, sought to modernize their online presence, rethink their showcase craft and refresh their brand. Union took the helm of this brand refresh by improving their brand messaging and storytelling, elevating their brand identity and designing and developing a new website and sales app experience.

Modern Luxury

Regal Boats

With Regal’s website redesign, embracing a more modern look and compelling visual language helped elevate the brand with a cleaner, more vivid aesthetic. A full and complementary typographic palette, vivid color options and stronger use of black allowed Regal to visually communicate with both entry-level buyers and those purchasing larger luxury boats.

Vivid Aesthetic

IDENTITY

Data & Brand Strategy

Services

Regal Marine Industries is a world-class boat manufacturer that shares its love of water through its expert designs, quality and care. However far from land a customer may be, Regal believes in launching boats that feel like home. The challenge the brand was facing online was how to best showcase their family of premium products while appealing to a diverse customer base. When Union was brought on board for the brand refresh, we wanted to familiarize ourselves with the brand and revved up several Regal boats around the inland waters of Florida. Fun? Obviously. Crucial to our understanding of the company? Absolutely. From redesigning the user experience to upgrading the website to setting up promotions about Regal’s features and benefits, we brought our understanding of these differentiators to life across all branded touchpoints.

Launching Product Differentiation

Background

In crafting a brand refresh strategy, it was essential that we were able to bring the boating experience to life online through stunning visuals and relevant content for a family-centric customer. To ensure this experience would be consistent and intuitive for product discovery, the site would require a thoughtful navigation system that allowed the user to easily dive into the customer journey.

A Deeper Dive

OUR APPROACH

To adequately showcase both the brand and its offerings, we first mapped out a website that would simultaneously present Regal’s narrative as a premium boating brand, while also satisfying the needs of customers looking to quickly find and learn about the right boat for them. We landed on three key website themes: informative, packed with options and exuding high quality.

Touring the Fleet

UX DESIGN

With a strong dealer network, Regal’s print brochure remains a primary touchpoint for the brand. In order to bring our digital brand refresh efforts into the physical world, we crafted and extended their visual system in a way that would attract attention, modernize the message and stand out on a salesroom floor–leaving a lasting impression.

Lasting Memories

Design And Craft

Regal strives to share its love of the open water with their customers and we wanted to make sure sales representatives felt the love as well. That’s why we developed and designed an exclusive enterprise sales app that enabled them to quickly navigate Regal’s product line through an intuitive, offline digital tool that guided them through the advisory sales process.

Guiding Application

Sales Master App

Today, Regal’s worldwide network of dealers and enthusiasts have consistent, comprehensive digital experiences to inspire, engage and ultimately drive purchase behavior. As primary marketing tools, they have also served as key brand drivers, influencing design and messaging for email campaigns, promotional material and more.