Case Study : In-Total-Control Jester Graphics

The Client

The In-Total-Control group of companies specialise in systems and control consultancy delivering high technology and process control system solutions for the pharmaceutical industry.

The Challenge

When Managing Director Dave Bull purchased a Sydney 32, racing yacht, he decided to use the yacht to help him market his company. "I can’t think of a better place to advertise than in the playground of successful business men" says Dave.

Dave wanted to use a boat name that exemplified the twin goals of promoting his business and having fun. He also wanted to compete at a reasonably high level. After spending years competing in business at the expense of his sporting interests he wanted to redress the balance. As Firefly Artwork had provided such a good service when developing the In-Total-Control corporate identity he decided to commission us to design the boat name and enlarged graphics to put on the boats spinnakers.

The Solution

Firefly Artwork once again worked closely with Dave to come up with a name for the boat, ‘Jester’, and to produce the artworks for both the hull and spinnaker. Dave says "The boat name of Jester, with the cartoon jester on the ‘J’ and the juggling balls, that Firefly Artwork gave us was perfect".

The Result

When the boat was launched in December 2002 its logo’s were voted the best Sydney 32 logo of the 5 new boats on display. The business promotion through use of the artworks on Jester has also been a success. Dave declares "It’s always difficult to tell when your marketing is being successful, but we noticed a number of people hitting our website to find out what we do - given that at the time this was our only marketing it must have been helping".

In Jesters first year of racing she has won 18 races and been placed in the top three 40 times. Her most noticeable successes have been:-

First place in the 56th
Australia Day Regatta
(line and handicap honours)

Won all three races in the Hill
PDA sprint series

Line honours in three of the
four Sydney 32 Australian
Championship races