Yachting Parnters International (YPI)
The yachting industry has a reputation for being old school and stuffy. YPI wanted to move away from those associations by rebranding (new logo, tone of voice, the whole package). Verbally, they wanted the language to be sophisticated but accessible, appealing to a modern audience of boat lovers, and finding a way to sound more contemporary without alienating their longstanding clients.
︎ My role: Website copy. I managed the content calendar and developed high-quality copy to convert a UHNW audience, including web copy, emails, social networks (LinkedIn and Instagram), newsletters, landing pages, and brochures – upholding the new tone of voice and brand guidelines.
