Haines Yacht Sales.

Haines Yacht Sales is the brokerage arm and Australia's official distributor for Princess Yachts, one of the world's most respected motor yacht manufacturers. Built on decades of industry presence and deep market knowledge, the Haines name carries genuine weight in Australian boating. Haines Yacht Sales brings that credibility into the brokerage market, backed by a team of brokers with senior experience across the country's leading yacht brands.

A modern white motor yacht cruising at sea near a rocky coastline with trees and distant mountains under a clear sky.

Confident Command.

A wordmark designed from the language of boating, bold and engineered. The colour palette breaks from category with a distinctly Australian sensibility, inspired by tones of dusk, the vibrancy of coral, and the accents of the coast. Structured layouts, anchored by the wordmark, remain quietly authoritative.

Bright pink and white text on a dark background promoting Hawaii yacht sales, with the word 'HAWAII' prominently displayed.

The open sea has a way of exposing uncertainty. Land disappears. Conditions shift. What looked clear from the harbour can feel very different once the horizon closes in. That’s why a compass matters. Not because it removes risk, but because it gives direction when instinct, pressure and noise start pulling you off course. A good compass doesn’t overreact. It doesn’t chase every movement in the water. It holds steady, helping you read where you are, where you’re heading and what needs to change before you drift too far. In boating, as in every serious decision, confidence doesn’t come from pretending the sea is predictable. It comes from knowing how to navigate it.

A compass rose with black and red labels on a beige background.
Color palette showcasing various shades of dark coral, light coral, coastal, and sand with corresponding color hex codes and CMYK values.
Two promotional flyers for Haines Yacht Sales, one with a dark theme and the other with a turquoise theme, promoting the Sanctuary Cove Boat Show from May 21-24, with contact information for Greg Haines and Tony Jones.

Awards.

BAD Awards
Finalist Brand Identity

Every deal looks solid at the dock. It’s later, when reports come in and numbers move, that things unravel. That’s where experience shows. The Haines name wasn’t built on big statements. It was built in those moments. When the survey isn’t clean. When timelines tighten. When emotion starts to outweigh reason. That’s when judgement matters. Despite what others say, trust isn’t the starting point. It’s whether the broker’s in command. Of the boat. Of the market. Of the process. Of themselves. Clients rightfully measure us against these markers before anyone says anything out loud. For sellers, it means getting the truth early. Where the market really sits. What buyers will question. What needs to be addressed before it becomes leverage. And calm when negotiations narrow. No theatre. No last-minute scrambling. Just control. For buyers, it means clarity. You’ve done your research. You don’t need a performance. You need Haines.

Four colorful sale tags hanging in midair, each with 'For Sale.' written on top and the words 'HIGHT SALES' on a vertical line. The tags are black, teal, pink, and peach, casting shadows on a light background.

The Strategy

OSKA delivered Confident Command, a proposition built not on relationship warmth or lifestyle aspiration, but on the operational reality of how premium brokerage deals are actually won: through process mastery, market depth, and calm under pressure. The recommended brand architecture, Controlled Adjacency, gave the business a clear structural answer: operate side by side with Princess, but with entirely distinct market-facing expression across identity, digital, and communications. The result was a brand strategy grounded in commercial mechanics, not marketing convention.

Pink background with a black circle in the center containing the text "HYS" in pink.
Empty white open bookshelf or storage unit against pink background.
Man in white shirt standing on a yacht dock, with other yachts and boats in the background, and a purple sale flag in the foreground.
Two side-by-side images of yachts with promotional text and website link at the top. The left shows a sleek yacht on open water, and the right shows two people on a yacht interior.
A promotional graphic for a yacht sale features a white princess V62 yacht on a calm waterway with a background of trees and a clear blue sky. The image contains text indicating the yacht's year (2011), model (Princess V62), length (63 ft mono), and price ($1,199,000), alongside advertising phrases like "Immaculate condition, ready to enjoy" and "Yacht sale." The graphic design uses a pink, white, and black color scheme.
A wooden table with a clutch of two magazines or brochures, one dark purple with red and white text, and one light blue underneath, beside a clear glass vase with a small plant or branch inside. Sunlight casts shadows on the table.
A large white yacht with multiple decks docked in a tropical harbor. There are three people on the yacht; two are on the upper deck and one on the lower deck. A colorful beach ball is floating in the water near the yacht. In the background, there are palm trees, a wooden dock, and a clear blue sky with some clouds.
Multiple colorful flags with 'YACHT SALES' text on a marina with yachts in the background.
A digital advertisement showcasing a luxury white yacht on water with trees in the background, highlighting a 2024 Princess V40 model with features such as ultra-responsive handling and thrilling acceleration, and advertising a local yacht sale.
Colorful striped towels draped over a wooden railing on a boat or dock, with a view of the water and a clear sky in the background.

Team.

Strategy: Catheryn York
Voice: Peter Watman
Creative Direction: HENKA

The Work.

Creative Direction
Signage
Social
Events

Business cards for Haines Yacht Sales with contact details for five individuals, each card featuring a different pastel background color and the company's website at the bottom.