Help a Start-up get to market with a clear proposition – It's a better boat. Simple.

Maverick Marine

Strategy, Proposition Development and Brand Engagement

Maverick16

Stories abound of where a visionary, a designer or a user who just want something that works better, set to and create something that does what they need to but in a way that they can’t right now – a new way, a better way. This in essence gave rise to Maverick Marine.

Innovation and product development most often start with a need. Driven by the desire of a frustrated user to fix something, the passion of a visionary to make something, or the investment of a business in order to meet a burning customer need, address a pain point or take advantage of a commercial opportunity.

The Challenge

Innovation and product development most often start with a need. Driven by the desire of a frustrated user to fix something, the passion of a visionary to make something, or the investment of a business in order to meet a burning customer need, address a pain point or take advantage of a commercial opportunity.

Over the years, the the humble tinny has evolved as much as fishing has. Maverick has raised the bar again – the first model has been painstakingly designed for maximum ride comfort, stability, performance and safety – and above all, for not just getting out there – but getting back in style.

Maverick Marine is a startup that solves a set of current problems – a Maverick is more stable, efficient, safe and durable, plus it's got more deck area than a mono-hull, it rides better and looks better.

The Solution

While there are plenty of boats out there, this just happens to improve the vital statistics of pretty much all of them. DNA helped develop the Maverick brand, story and digital experience. Chief ‘Maverick' David McLellan had a dream, saw a need, got a little obsessed with designing the perfect sport fishing boat, and just damn well made it happen.

It's a classic kiwi story, a classic example of needs driven design innovation and a classic case of where guts, drive, risk taking, drive, passion and graft come together. The need to work fast and leanly defined our approach, which saw us deliver a unique brand and proposition for Maverick to launch with;

> Live the name: Maverick tells the story of one mans’ passion to design, build and sell an innovative twin hull boat. 

> Stand out from the crowd: Make a small one man boat builder blow the competitors out of the water. Sure there are plenty of boats out there, this just happens to improve the vital statistics of pretty much all of them. The site communicates this with a strong and classic brand essence that seems to be missing from most other boating websites out there. 

> Showcase the back story: The Maverick boat creation was driven by the desire of a frustrated user to fix something and the passion and vision to make something to meet a burning customer need. 

Breaking down barriers: This product is new to New Zealand so preconceived barriers about twin hull boats had to be disolved and benefits highlighted through real life photography and specifications.

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