Challenge
The Current Sales Corporation manufactures the Night Navigator™
system for marine collision avoidance which provides a clear view of the
water at night. The company also sells high powered Xenon searchlights
and stabilized night navigation systems. Night Navigator systems are
used worldwide, primarily on high-speed ferries, Coast Guard vessels and
other marine vessels including Luxury Mega Yachts, high speed and
commercial vessels. The challenge was to update the company’s old
homespun image with a new look.
Action
NextPhase worked closely with Current’s president and VP of sales to
best to position the company in the marine marketplace. As better
vision was the key element in all products, an image centered around
‘sight and clear vision’ was produced. The items included a new brand
and corporate identity, product logos, sales literature, magazine ads
and a website. The sales message consistently focused on product
benefits.
Results
The new image was a vast improvement over the old, internally
produced marketing material. The website now has all main products
featured on the home page and is easy to navigate. According to Doug
Houghton, President of The Current Corporation, “We were impressed with
how the folks at NextPhase were able to understand our product offering
and create a marketing message that they applied to all our new
collateral and advertising.”
