American Magic
The Ask
A new American challenger for the oldest trophy in sport. New team. No identity. A boat that flies. Build a brand fast enough to fly with it.
Unconventional Wisdom
“We’re not just racing to bring the Cup back to America, we’re racing to bring American yachting back to the Cup.”
The strategic turn that unlocked the program
Made
- The name Brand positioning and naming for a new American challenger.
- The eagle The identity system, built from sail curves and Yacht Club heritage, across the vessel and the team.
- RACE ON The campaign platform, from marketing through social.
- The pitch Sales and marketing materials across the program.
- The fleet and the base Identity carried through to transport vehicles and on-site storage.
Exceptional Outcomes
Engagement detail
When a new American challenger entered the oldest trophy in sport, it had a flying boat and no identity. Makeable’s brand consulting team built one fast enough to fly with it: naming, visual identity, and brand strategy engineered for hulls, broadcast, sponsorship, and fan culture simultaneously. Sports branding at this level is brand consulting under race conditions: the identity has to perform on a 75-foot foiling monohull at 50 knots and on a phone screen at 50 millimeters. The engagement drew on Makeable’s core brand disciplines of strategy, identity design, brand architecture, and launch, the same practice the studio brings to challenger brands across sports, consumer, and culture from its New York studio. The identity came first; the campaign it powered ends where the team begins: Race On.