Andrew Thomas

Andrew Thomas is the co-founder and Creative Director of Inaria, a brand design consultancy specialising in the premium and luxury sectors. Inaria has worked with high profile and exclusive brands including One&Only Resorts, Kempinski Hotels, Sandy Lane in Barbados. Moving into the yachting world in 2006, Inaria fully rebranded Fraser Yachts. In 2014, Inaria collaborated with Blohm+Voss for the BV80 marketing programme and brand positioning. 

Andrew is participating in Wednesday 19 November’s BV80 Case Study keynote session at the Global Superyacht Forum. 

Which project to date has been your favourite?
A. Thomas: One&Only is a collection of award-winning resorts which consistently sets new benchmarks in the hospitality sector. The identity programmes and marketing tools that we have created for One&Only not only had to reflect – but actually help define – the quality of the brand in advance of the actual experience, and this account has been incredibly rewarding in terms of our creative output and the subsequent results.

What has been your most challenging design request, and how did you tackle it?
A. Thomas: In 2006, Fraser Yachts were widely recognised as a leading brokerage company within the industry, but their brand identity was dated, unremarkable and not in keeping with the quality of their service or the products they were representing. We resolved this through the creation of a new identity system that drew inspiration from their heritage, but presented the brand in a much more modern, sophisticated and authoritative manner. The introduction of a hot pink highlight colour not only added a touch of energy, but it has also become one of the most identifiable branding assets in the industry.

Describe your role in the production of the BV80?
A. Thomas: Following the rebranding programme we undertook for Blohm+Voss Yachts, we were commissioned to create the brand positioning and marketing collateral for the BV80. The positioning concept 'Semi-custom, Totally Blohm+Voss' instantly communicates that the BV80 will meet the exacting standards of its predecessors, and together with a suite of high-end CGI visuals, was used throughout the print advertising, sales brochure, yacht show stand design and website. 

You are participating in the keynote case study on BV80, what can the audience expect to learn from your presentation? 
A. Thomas: As this was first time that Blohm+Voss was offering a semi-custom model, we had to communicate that the yacht would meet the very highest standards – despite having almost no imagery to work with. The presentation will show how we visually and verbally brought the concept to life to create a powerful and seductive story.

Andrew is participating in the BV80 Case Study at GSF. To view the full programme, please click here.  

The Global Superyacht Forum will be held from 17 – 19 November 2014 in Amsterdam. To secure your place at the event and join leading companies and individuals in debating the future of superyachts, visit or call +44 (0) 207 924 4004. 

The Global Superyacht Forum is held in collaboration with METS and The SuperYacht Pavilion. 

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Global Superyacht Forum

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