Roles: Creative Director, Art Director, Graphic Designer, Copywriter
Challenge
In 2016, PCM introduced the FIRST direct injection marine inboard engine. Most of the work below was specifically for that product release, the others show the brand update that occurred simultaneously. The ultimate challenge in designing and marketing these engines is the fact that you don’t sell an inboard engine on its own, you buy a boat with that engine. PCM is exclusive to Nautique and Centurion, so ultimately the goal is to show buyers that they want to buy one of those boat brands because of the engine. The other challenge is that PCM is one of three engine companies manufactured in the same factory under Pleasurecraft Engine Group.
Solution
Due to the duality of customer base, I developed a comprehensive branding system including updated logos, packaging designs, and promotional materials, that worked for both boat companies yet also was distinct to each boat company. All promotional materials were almost identical with the exception of color—red for Nautique and yellow for Centurion.
