Starting Something New
Bayliner launched the entry-level Element for people who were intrigued by the idea of getting on the water, but were concerned it was difficult. At the core, Element’s story is that it’s a “gateway” boat helping new-to-boating prospects take on the sport as easily as possible.
Dino developed the “Start of Something New” narrative: The Element is uniquely easy to buy/own/use because of its many unique attributes, and it’s also the start of a new hobby and lifestyle for the purchaser. That framing tied into the hexagonal “elemental” design scheme, suggesting the basic building blocks of a life on the water. The story, the design, the multiple executions all clicked, making it the most successful new product launch in the history of Brunswick boat brands.