Strategic Rebranding and Brand Expansion of Multisteer into Glydus

Brief for the Brand Expansion Strategy

Multisteer had outgrown their existing brand identity as they envisioned venturing beyond boat steering systems. The name ‘Multisteer’ constrained their ambitions for brand expansion strategy across the wider marine industry. They needed a complete rebranding strategy that could unlock global potential, convey their design-led innovation, and communicate their commitment to creating delightful boating experiences.

Insight

Our deep-dive analysis revealed untapped space in the marine industry for a bold, experience-led brand. Through strategic brand positioning and comprehensive competitor mapping, we uncovered an opportunity to reposition the brand through the lens of a disruptor—challenging category norms and embracing innovation in branding. This approach resonated strongly with their vision of offering cutting-edge, design-driven boating solutions.

Problem

Multisteer’s existing brand identity was too narrowly focused on boat steering systems, limiting its potential to grow and diversify within the broader marine industry. The name and visual language no longer reflected the company’s evolving capabilities, ambition for innovation, or desire to expand globally. This mismatch between identity and vision created a pressing need for transformation.

Solution

We developed Glydus—a name designed to evoke fluid, enjoyable motion across water. The accompanying tagline, “Steer the Waves,” reinforced the brand’s philosophy of creating harmony with nature through innovation. This name and identity were deliberately future-ready, supporting their brand development goals and allowing for seamless market expansion strategy across various marine categories.

The bold, fearless visual identity reflects brand identity principles rooted in confidence, leadership, and originality. A purposeful colour palette—black for authority, sea green for innovation, and yellow for optimism—was crafted to establish a striking visual impact that aligns with their transformation.

The rebrand was holistically implemented across all touchpoints, ensuring that the new Glydus identity would anchor both current business and future brand expansion strategy, positioning the company as a trailblazer in the global marine landscape.

Key Objectives

• Develop a future-ready brand identity that reflects the brand’s evolution and innovation-led philosophy.
• Establish a strong strategic brand positioning that enables brand expansion strategy across the marine ecosystem.
• Create a brand name and narrative that evokes delightful boating experiences and aligns with the brand’s design-led ethos.
• Build a bold and distinctive visual identity that enhances brand recall and communicates confidence, creativity, and leadership.
• Implement a consistent brand development framework across digital and physical touchpoints to ensure a unified brand experience.
  Implementation Challenges

• Repositioning a known name (Multisteer) without alienating existing stakeholders while introducing innovation in branding.
• Creating a name and identity (Glydus) that could scale with the brand’s market expansion strategy and accommodate future verticals.
• Aligning internal and external perceptions during the transition from a manufacturing-led narrative to a brand built on design, innovation, and experience.
• Developing a visual and verbal brand language that stands out in a largely traditional and conservative marine industry.