Moving away from the traditional image of Yachting Partners International, the new YPI brand reflected a change in ownership and management with a more modern and audacious approach to the market. The incorporation of a new colour palette, a more confident tone of voice and a confident use of the acronym YPI engaged a new segment of the market for the company. This was combined with a new digital strategy which embraced cutting edge technologies and a bold, heavily branded presence at yacht shows and during other significant events.