Stefano Tositti, CEO of Acquera Group, has today announced that the yachting division of the group, previously known as Acquera Yachting, has a new brand identity and will now be known as 'Evolution Yachting'. The rebrand is the latest in a number of milestone developments that include opening offices in Italy, Monanco, France, Montenegro, Corfu and Albania, as well as the acquisitions of Evolution Yacht Agents and G&K Yachting.
“The new identity reflects the mentality and our desire to continuously adapt, be disruptive and stand out in the marketplace. We also feel that it is encompasses the last successful 10 years of Evolution Yacht Agents and gives out a clear message to all our clients that whilst the name might have changed, it will still be the same people at the forefront of the business,” starts Tositti.
The new brand identity follows the acquisitions of Evolution Yacht Agents and G&K Yachting, in September and December respectively. While Acquera Yachting had made a positive start by building a strong brand in the first two years of its existence, the new brand identity leverages Evolution Yacht Agents' strong reputation and seeks to export the business' values, ethics and vision beyond Spain in order provide owners and guests a continuity of service that covers a number of the superyacht market’s key regions, as well as developing a business model that seeks to do away with common complaints that relate to yacht agents.
“We are all working to create new ways of approaching the industry by granting solutions to our clients that counter the negative elements of superyacht agency,” continues Tositti. “We operate systems that provide our clients full transparency, remove completely unnecessary and unprofessional over-charging and provide a clear invoicing system. There is still a lot to be done in order to ensure the yacht agent market gets to the level it should be at globally, but Evolution Yachting represents what the wider market should be aiming to achieve. What we want to bring to the market is a new era, to change the market’s perception of yacht agents and bring something new, fresh, transparent and professional.”
Stefano Tositti, CEO of Acquera Group, with Evolution Yachting's new brand identity
According to Tositti, the new identity and name is an extremely important part of Evolution Yachting’s strategy to signal to the industry the transformation that the company is undergoing. He explains that the new name, logo, and design will provide a more consistent brand identity by combining the values, ethics and success of the three brands into “one family”.
“The new brand reflects who we are today and symbolises our future, as well as defining a clear and updated value proposition to the market. The name that marries both Acquera Yachting and Evolution Yacht Agents ensures that we will not lose the meaning, heritage or power of recognition that has been consolidated over the years. We want to remind our clients and suppliers of our on-going commitment to providing specialised, high quality service,” comments Bea Alonso, COO of Evolution Yachting.
“This is also an opportunity to leverage and export the quality of our staff, which is arguably the business' greatest advantage,” continues Tositti. “The company’s value is not only based on the number of clients, but the quality of our people, their expertise, knowledge, attitude and vision. For Evolution Yachting, this is paramount because they are our ambassadors.”
While the new brand identity represents a significant milestone for the business, Tositti explains that, in reality, the rebrand represents the first steps in a far larger mission and business plan with more news expected in the coming months.
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