Technocraft announces rebrand
GYG discusses the importance of brand image as Technocraft debut’s a new look…
GYG’s specialist scaffold and containment business, Technocraft, has announced the launch of its new brand image which seeks to modernise the profile of the brand and communicate the specialist nature of the company’s Yacht Hardware division.
The Technocraft rebrand has made its digital debut on the company’s new website, with a physical launch of elements such as the offices, equipment and vehicles taking place over the summer. Illustrating the importance placed on this season for GYG, new uniforms confirming the brand’s distinct identity will make their debut in time for the 2019/20 refit season. The Technocraft rebrand is said to “reflect the distinct nature of both its core service lines within an overall identity that conveys the company’s values of service, teamwork and precision,” explains Remy Millott, CEO of GYG.
Trading under the Pinmar, Pinmar Supply, Rolling Stock, ACA Marine and Technocraft brands, GYG recognises the importance of retaining the individual identity of GYG’s various brands and their respective services that need to be conveyed. “Technocraft’s services are often sold as part of a turnkey refit solution fronted by the market leading brands Pinmar and Rolling Stock,” continues Millott, however, they also provide independent services to shipyards, yachts and other paint applicators, suggesting the reasoning behind a solid individual identity. “We needed to update the Technocraft logo to give a clean and modern look that conveys the precision and quality of our workmanship,” adds Andrew Clemence, Group Marketing Director.
“We needed to update the Technocraft logo to give a clean and modern look that conveys the precision and quality of our workmanship”
Andrew Clemence, Group Marketing Director
In conjunction with modernising the brand, GYG has also considered the ways in which they must keep up with the pace of the increasing complexity of superyachts, and the rising expectations of their discerning owners. In the last ten years, GYG have reportedly seen a significant change regarding the increasing size of yachts that they are servicing. With the average client increasing from 54m to 78m, “Technocraft has invested heavily in scaffolding and equipment to ensure that all its European bases are equipped to meet the growing demand for its services”, explains Millott.
“It’s not just the increasing scale that adds to the challenge,” continues Millott, “the refit windows haven’t changed so there is more pressure on getting the scaffold, containment and extraction in place before the painters can start work”. The short windows result in companies such as GYG placing a focus on speed, accuracy and flexibility, “to ensure we can get bigger jobs completed safely within the same timeframes” – a problem that they seek to resolve with such an investment into scaffolding and the Yacht Hardware Solutions division.
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