In developing DEARBLUE’s brand strategy, we first conducted external environment research by visiting major domestic marinas. This involved interviewing operators and users, along with on-site observations. Based on actual product usage at marinas, we deepened our understanding of practical operational challenges in marina management, market trends, and the design preferences of users. Simultaneously, to organize the internal environment, we conducted a portfolio analysis of the company’s existing marine product line and interviewed stakeholders, including management, to unify the team’s understanding regarding the new brand’s development direction.
Based on these research findings, we clarified the target audience, extracted user insights, articulated the brand vision, and refined the brand concept. Ultimately, we positioned “Design,” “Maintenance,” and “Sustainability” as the core value propositions of the brand and established a development roadmap to realize them. Furthermore, to ensure consistency across all brand communications, we created comprehensive brand guidelines defining elements such as form, materials, and color.