America's Cup
Classic Market Positioning
  Brand Identity Through a display of remarkable skill and team spirit, Team New Zealand brought the 150-year-old America's Cup to New Zealand and awakened international interest in this prestigious nautical event held in the year 2000.

America's Cup: Market Position & Branding
Our mandate was to establish three aspirational consumer brands: America's Cup Classic, AC 2000, and TNZ Team New Zealand—reflecting strong brand identities that reinforce the standards of our tagline: "The Regatta of Excellence."

We created the first segment, America's Cup Classic, to be the elegant and fashionable brand with high perceived value, incorporating products of the best quality, to be distributed through select venues worldwide.

The America's Cup Licensing Program Style Guides we created on CD-ROM documented each of the three brand segments and provided specific guidelines and standards for potential licensees. These comprehensive guides for this extensive brand program detailed the brand personality, visual/verbal identification, thematic components, product applications, retail support, and the official America's Cup Seal of Authenticity.

America's Cup: Brand Style Guide