Defining a brand’s core helps us define how the brand behaves. The ‘core’ we created for Williams was 'Our passion, your joy'.

The passion is internal - it talks of Williams’ undying dedication to their craft. While the joy is external, revealing the sheer pleasure their customers feel when they’re coasting the waves in a Williams tender.

Around this essence, the Sage identity, and our research, we crafted a new Williams design aesthetic and tone of voice, and codified them in guidelines before showing the world this striking new identity.

From a new website to digital brochures, print adverts to beer bottles – we’ve applied Williams’ elegant new identity across all kinds of online and offline assets.

So that, today, they’re more than a boat builder, they’re a true brand. One that’s left their competitors adrift.

Every luxury brand needs a luxurious-looking brochure. But when COVID-19 hit, we knew there’d be less need for print and more demand for digital.

So we developed a series of online brochures that sold the merits of each tender range. Beautifully designed and rich in imagery and video, these digital brochures look every bit as good as their print counterparts, while offering a dynamic online experience that sells the Williams boats at their best.

Not that we’ve done away with the traditional methods - we’ve created gorgeous print brochures for each range, too. It’s a small thing, but holding and leafing through physical, tactile material is an important connection between a luxury brand and its audience – one that brands shouldn’t overlook.

The Williams website is its shop window, a place to wow potential customers. Which means it has to mirror the high-end nature of the brand at every point – from the design to the imagery, the technical drawings to the copy.

We redesigned and rewrote the website, giving it a refined look and feel this incredible brand deserves. Not just to make the site look beautiful, but to convey the sense of trust and credibility that the Williams brand stands for to a discerning audience that only settles for the very best.