In a marine industry dominated by legacy players, we launched a new brand that combined maritime expertise with a forward-looking vision, creating a distinctive and contemporary presence in the category.
The challenge
To establish a distinctive new brand in a marine industry dominated by established legacy players, creating a clear space in the market through meaningful differentiation, contemporary relevance and a compelling value proposition.
What we did
We positioned Glydus as a challenger brand built on originality, intuitive user experience and the ambition to redefine the boating experience. This strategic direction led to the creation of the name Glydus and the articulation “Steer the Waves”—a promise that extends beyond steering technology to express a smoother, more effortless and enjoyable relationship with the water.
The brand reflects smooth performance, engineering innovation and a fresh, confident perspective in a traditionally legacy-driven category. Its identity positions Glydus not merely as a manufacturer of marine steering systems, but as a progressive marine technology brand committed to making every boating experience more effortless, precise and engaging.
The identity
Twelve months later
“Narrative took the time to understand our industry, our ambitions and the vision behind the brand. Their comprehensive branding work brought that vision to life and created a brand that truly reflects who we are and where we want to go.”
Most of our projects start with a call about what isn't landing. Bring the deck, the site, the complaint from sales.