Brand strategy and design that built a global sailing logistics business

As a director of Pindar Sailing Partners, one of the world’s leading independent sailing teams, I led the strategy, presentations and design that turned our reputation on the water into a commercial force. It began in Bahrain. We wrote and produced a strategic document that launched Sail Bahrain, an initiative between Pindar Sailing Partners and the government of Bahrain, that placed the Kingdom on a global stage through ocean racing.

One of the most significant outcomes of our work was the alliance between Pindar and GAC, the global shipping, logistics and marine services group. We created the strategy and the persuasive presentation documents that set out the case for a specialist logistics operation combining GAC's global network with Pindar's deep knowledge of the yacht racing world. These documents proved pivotal in establishing GAC Pindar, the marine sport, leisure and event logistics specialist launched in 2011 and headquartered in the sailing hub of Southampton, England. GAC Pindar continued to work with us on a range of initiatives.

From there, our work moved to the racing that put us in front of the crowds. We designed all the yacht livery for our Extreme 40, the high-performance one-design catamaran built for fast, close-quarter stadium racing, along with the collateral for the events themselves. The livery made its debut at Cowes Week and went on to be seen at Extreme Sailing Series venues around the world. We then promoted Extreme 40 as a stadium racing event across the Middle East, branding yachts for several Middle Eastern countries and corporate entities.

With GAC Pindar firmly established, we set our sights on the biggest prize in the sport. We created presentation material and pitched to the Volvo Ocean Race Committee, for the around-the-world challenge often described as sailing’s Everest. We helped secure the multi-million dollar logistics contract to serve as Official Logistics Provider for the 2014-15 edition, later renewed for 2017-18, and we developed the brand activation strategy for the event. Across those editions, GAC Pindar moved race yachts, masts, spares, broadcast equipment and event infrastructure between host cities on six continents.

Our work in the Gulf continued with two Volvo 60 ocean racing yachts based in Abu Dhabi, thoroughbred racers now delivering world-class corporate sailing, team building and event experiences. We developed the strategy and material for the programme and took responsibility for yacht livery and branding, including the striking Etihad Towers livery seen on the waters of Abu Dhabi.

Throughout, we worked alongside some of the finest sailors of their generation, among them triple World Match Racing Champion Ian Williams, two-time Rolex Woman Sailor of the Year Anna Tunnicliffe, and double Olympic gold medallist Shirley Robertson. Working to that standard shaped everything we put on the water.

From the boardroom presentation that founded a business, to the livery on the water, every part of the Pindar story shows what considered strategy and design can achieve.