Thematic Issues
Sailing is something that can be open and accessible, yet it is still often perceived as a closed and elite environment. Because of this perception, people who might be interested in yachting do not consider it an activity for themselves.
Project Goal: to demonstrate that yachting is not always an exclusive environment or an expensive leisure pursuit, but first and foremost a culture of freedom, responsibility, mutual aid, and interaction with the water.
About the Brand
Moscow Free Flotilla is a yacht club and a community for sailing enthusiasts. The company’s mission is to make sailing accessible to everyone. We aim to give people the freedom of the sails: to understand the water, master the yacht, and become part of the sailing community.
01. Democratic Sailing
The club consciously distances itself from the notion of sailing as an exclusive, prohibitively expensive hobby. Its core characteristics are accessibility, independence, and openness to everyone.02. Low Barrier to Entry
Individuals can join without prior experience or specialized physical conditioning. For instance, beginners can participate in amateur regattas; the club can integrate an individual participant into a team crew.03. Community Building
Within the club, you can experience being on the water for the first time, gain practical experience, train with a membership plan, participate in regattas, and attend meetings and events.04. A Blend of Sport and Leisure
At the club, you can either pursue sailing seriously or opt for a leisurely cruise, a date, a family outing, or a corporate event.05. Proximity to Moscow
People can join without prior experience or physical conditioning. For example, beginners can take part in amateur regattas, and the club can include individual participants in a team crew.06. Experienced Captains and Instructors
The Navy Fleet is not limited to single outings. Inside the club, you can get on the water for the first time, gain practice, train with a subscription, participate in regattas, and attend club meetings and events.
Target Audience
Competitors
The competitive field of yachting centers around instruction and premium services. The Yachting Club distinguishes itself from its competitors through its club-like nature, accessibility, and community focus. The rebranding objective is to present the Yachting Club not merely as a place to learn yachting, but as an open community to which anyone can belong.
The Problem with the Current Branding
Real-world experience appears less valuable due to vague positioning
The club evolved from simply renting yachts into a community of people united by shared interests. Branding objectives:
Establish brand recognition and define what sets us apart from other yacht clubs and schools.
Unify learning, leisure, sports, events, and community under a single vision.
Attract a younger audience and ensure current members remain engaged.
Systematize all physical and digital touchpoints.
Transition the relationship with our audience from single rentals to long-term community involvement.
Image Sources
- Photo from the official VKontakte group. // VK URL: https://vk.ru/voflot
2. Official website of the «Volnaya Moskovskaya Flotilya» // VMF URL: https://voflot.ru/
