YAMAHA MOTOR EUROPE

Unifying brand identity across a diverse product range

We designed a brand-new visual look for all product categories of Yamaha Motor Europe. These have made it easier to create marketing concepts that communicate directly to Yamaha's various target groups within the European region.
Avidly
Avidly is a global digital marketing agency specialized in growing the brands of tomorrow
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Background

A new concept for Yamaha's products throughout Europe.

Yamaha Motors Europe, renowned for the exceptional quality of their diverse product range, sought to create continent-spanning concepts for outboard engines, snowmobiles, and waverunners, as well as establish a visual identity for their entire product range in Europe.

Our mission was to conceive and design unique concepts that would resonate across diverse European markets and unify Yamaha's various product lines under a compelling visual identity. We were also tasked with crafting a brand endorsement tagline to encapsulate Yamaha's brand essence.

Yamaha Motor Europe is globally known as a brand creating reliable and high-quality products for its loyal customers. However, the marketing for Yamaha's marine products had not displayed the same level of passion for maritime activities that its user base shares. They turned to Avidly to help increase the visibility of their marine product.

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INSIGHT

Empowering boating and off-road enthusiasts

We conducted market research and held collaborative workshops to develop concepts for outboard engines, snowmobiles, and waverunners that would appeal to a broad European audience while aligning with Yamaha's brand values.

Delving deep into Yamaha's DNA, our insights unveiled a brand waiting to reconnect with its maritime roots. Recognising distinct subcultures within Yamaha's community, from off-road enthusiasts to maritime aficionados, we sculpted messages tailored for these passionate tribes. The narrative was clear: Yamaha doesn't just offer products; it fuels passions.

The solution lay in refining an already familiar term: “Powered by Yamaha.” This revamped concept, now “EmPowered,” encapsulated more than just enhanced performance and technical supremacy. As Renzo Moscou, Communication Manager of Yamaha Motor Europe articulates, it's about "empowering individuals, connecting on a deeply personal level, and drawing them into Yamaha's unfolding story."

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EXECUTION

Visual design and digital platforms 

In addition to both visual and concept design, we also helped Yamaha by providing valuable brand positioning and brand strategies.

Extending from the marine division of Yamaha, we have also helped the off-road division of Yamaha Motor Europe, with concepts and created content for Yamaha snowmobiles, ATVs, and more. Our goal is to broaden marketing concepts in a way that both empowers the passionate consumer bases of Yamaha, while also being easy to adapt for different European markets. A few examples:

  • The concept "Make Waves" for Yamaha Waverunners focuses on the unadulterated fun of personal watercraft: they are purely designed for thrills, adrenaline, and raw power.
  • The "#drivenby" concept for Yamaha ATVs was specifically created to serve as a powerful asset for social media purposes. It also effectively highlights the various product functionalities and attributes of its different target groups.

With our concept, we wanted to awaken this nautical passion and connect it to the relentlessly dependable nature of Yamaha. Through it, Yamaha empowers boating enthusiasts in an entirely new way.

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RESULTS

Charting courses and making waves

The resulting concepts, visual identity, and tagline have been well received across Europe, strengthening Yamaha's brand presence and unifying their diverse product range under a consistent and compelling brand message.

Throughout the project, we worked in close collaboration with Yamaha Motors Europe, engaging them in workshops, and providing ongoing consultation. Their active participation and commitment were crucial to the project's success.

Yamaha Motor Europe has put its new visual look to good use in different product groups throughout Europe. Via the overhaul, Yamaha is able to build its brand more consistently in all its contact points – regardless of the product group, channel, or region. The Yamaha brand is now more unified, intriguing, and closer to its customers in Europe than ever before.

"Yamaha Marine products are all about high quality and a passion for water. Avidly has built compelling concepts that reflect everything we want to present to our customers. They truly take our brand to the next level.”

Renzo Moscou,  Department Manager Communications, Yamaha Motor Europe
Avidly
Avidly is a global digital marketing agency specialized in growing the brands of tomorrow