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“The Voyage of Perfection”
ONE O ONE has been designed as a one-of-a-kind superyacht, with handcrafted interiors and bespoke exteriors, forging function and luxury.
This spacious and luxurious pleasure vessel is available to charter with staff ready to cater to guests who arrive expecting a high standard of comfort.
Perfectly designed to emphasise comfort, speed, and expedition capability, this superyacht is the latest vessel on Sydney Harbour, the ultimate in luxury harbour cruises.
Embarking on a cruise with ONE O ONE is more than just an experience – it is a journey, a voyage through a world of true luxury.
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TOAST was approached to develop a brand and website for this luxurious ocean craft experience.
One of the main challenges of entering a mature market inhabited by multiple industry players, is to position oneself as a “very distinctive business”, with a strong proposition delivering beyond what already exists.
Through the brand story, ONE O ONE needed to develop a credible reputation as a one-of-a-kind superyacht provider with a “Unique Selling Proposition” that communicated:
By establishing a new positioning in the industry, ONE O ONE needed to demonstrate what they stand for, backed with genuine content and indestructible business proof points.
To develop a brand for a product of this magnitude was to delve into understanding the core of what luxury itself was about, and the ways that it has changed over time.
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Through our research we uncovered a central insight that luxury was not simply about an object or brand; luxury is a mindset, a way of living and approaching life itself. That luxury as an ideal is different for every individual and thus in creating luxury experiences we must offer flexibility.
Developing a framework of modern luxury, we were able to impart recommendations from experiential design to marketplace positioning, which ultimately led to our big idea.
The creative platform was nurtured with the understanding that lifestyle is so fast-paced that a feeling of total disconnect in time and space is what luxury means to our audiences…
To be able to step back and breathe in the surroundings is to experience true luxury.
The brand needed to carry the proposition that ONE O ONE provides a bespoke luxury experience, through an unparalleled journey which speaks to all senses, day and night…an absolute and immersive luxury experience: Absolute perfection.
Supporting this unique proposition TOAST created a dynamic website that shifts display, colour and lighting depending on the time of day you visit the site to showcase the varied experiences available on the ONE O ONE superyacht.
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