STYLE GUIDE...REGENCY luxury pontoon boats are poised to whisk boaters away on elegant outings for years to come. Luxury. Leisure. Performance. Comfort. Confidence. Peace of mind

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2017 CAMPAIGN STYLE GUIDE

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OBJECTIVETo define, display and ensure the proper use of brand graphic elements, photography style and voice for the 2017 REGENCY marketing campaign

MEET REGENCYREGENCY luxury pontoon boats are poised to whisk boaters away on elegant outings for years to come. Luxury. Leisure. Performance. Comfort. Confidence. Peace of mind. It all comes standard with REGENCY.

Welcome aboard.

REGENCY®

GRAPHIC ELEMENTS

92017 REGENCY creative executions will always include these core elements.

MOOD BOARD

The purpose of the mood board is to highlight the 2017 REGENCY® brand graphic elements. It is for internal use only and is not meant for customer-facing use or display.

OBJECTIVE


GRAPHIC ELEMENTS

To define and ensure the proper use of 2017 REGENCY® brand graphic elements

OBJECTIVE

1. Diamonds2. Background 3. Light Beams4. Rules5. Typography6. Brand Logo

ELEMENTS

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GRAPHIC ELEMENTS – DIAMONDS


OBJECTIVE

1. Diamonds

These elements should be laid over background photography. The diamonds will be pushed behind the focus of the product beauty and lifestyle shots, i.e., boats and models, in most situations. They may overlap the subjects of the photo, as long as doing so creates depth and does not distract from the subject.

Effects used on the diamonds will vary, depending on the background. Gradient feathering can be used on individual shapes to create more depth within the diamond grouping. Transparency will be the main effect used, and in most situations, the two blending modes will be overlay and hard light.

The opacity of the groupings and individual diamonds will also vary depending on the background, but will typically range from30%-80%.

The color palette will contain the colors listed here, but is not limited to just these. The diamond’s color should complement the photography they’re placed on. Color over-saturation should be avoided, but can be used if it matches the intensity of the photo.

ELEMENTS

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C: 27 M: 25 Y: 60 K: 0 R: 192 G: 178 B: 124

C: 100 M: 75 Y: 43 K: 75 R: 2 G: 57 B: 85

C: 17 M: 35 Y: 38 K: 0 R: 211 G: 169 B: 74

C: 31 M: 38 Y: 96 K: 81 R: 58 G: 47 B: 0

Color Palette


GRAPHIC ELEMENTS – BACKGROUND


OBJECTIVE

2. Background The background should typically be a full-bleed image. This allows the image to be the main focus and helps set the mood for the overall message. However, brochure spreads will not always have full-bleed images, but will instead have a layered background containing the diamond elements on an off-white background (Similar to this style guide document).

ELEMENTS

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GRAPHIC ELEMENTS – LIGHT BEAMS


OBJECTIVE

3. Light Beams

These elements are to be used exclusively with copy and model designators. They should always be vertically oriented and centrally aligned with the copy or graphic. The width of the top and bottom elements can either match or vary, depending on placement and medium (brochure, ads, emails, etc...).

Effects applied will be gradient feather and transparency with a blending mode of either screen or overlay, depending on the background photography. The beam’s opacity will vary based on their pattern and the background.

ELEMENTS

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C: 1 M: 1 Y: 3 K: 0 R: 251 G: 249 B: 244

Color Palette


GRAPHIC ELEMENTS – RULES


OBJECTIVE

4. Rules

Rules frame the headline and body copy. They don’t have to contain every instance of type, though. They can be the same color as the type contained within them or match the color of the light beams. The top rule will always be thinner than the bottom rule, and the bottom rule should roughly be about double the thickness of the top.

ELEMENTS

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GRAPHIC ELEMENTS – TYPOGRAPHY


OBJECTIVE

5. Typography

More than just words, the typography is another way materials can subtly convey an air of quiet confidence to potential buyers without actually using the word “confident.” The REGENCY font is confident, yet elegant. Strong, yet stylish.

ELEMENTS

Font

Headline VOGA MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Subhead Din Cond Light Alt abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789Body Copy

Din OTabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

C: 27 M:25 Y: 60 K: 0 R: 192 G: 178 B: 124

C: 100 M:75 Y: 43 K: 75 R: 2 G: 57 B: 85

C: 40 M:48 Y: 77 K: 17 R: 141 G: 115 B: 74

Color Palette

Light Background C: 51 M: 60 Y: 72 K: 43 R: 91 G: 72 B: 56

Dark Background C: 1 M: 1 Y: 3 K: 0 R: 251 G: 249 B: 244

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GRAPHIC ELEMENTS – BRAND LOGO


OBJECTIVE

6. Brand Logo

The REGENCY logo is a key part of every marketing material. It should appear prominently on the materials and be large enough to be obvious without being overbearing.

ELEMENTS

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GRAPHIC ELEMENTS – SUMMARYCOLOR PALETTE

FONTS

C: 51 M: 60 Y: 72 K: 43 R: 91 G: 72 B: 56

C: 1 M: 1 Y: 3 K: 0 R: 251 G: 249 B: 244

C: 100 M:75 Y: 43 K: 75 R: 2 G: 57 B: 8

C: 27 M:25 Y: 60 K: 0 R: 192 G: 178 B: 124

C: 17 M: 35 Y: 38 K: 0 R: 211 G: 169 B: 74

C: 40 M:48 Y: 77 K: 17 R: 141 G: 115 B: 74

C: 31 M: 38 Y: 96 K: 81 R: 58 G: 47 B: 0

Headline VOGA MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Subhead Din Cond Light Alt abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Body Copy

Din OTabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

PHOTOGRAPHY

19All 2017 REGENCY creative executions must follow the photography style standards set forth in this guide.

PHOTOGRAPHY

To define and display correct photography for the 2017 REGENCY® campaign

OBJECTIVE

1. Product Beauty2. Lifestyle3. Treatment

STYLE

The U.S. market has a wide variety of ethnic diversity, with a dynamic growth pattern among ethnic groups. As a brand that strives to attract those from all ethnic backgrounds, we must acknowledge our understanding of diversity and reflect this in our imagery selections for creative executions.

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PHOTOGRAPHY – PRODUCT BEAUTY


OBJECTIVE

1. Product Beauty

Use close shots taken at an angle that showcase the boat’s high quality and beautiful styling. The boat and its occupants should be the subject of the image with the background and surroundings out of focus. The overall effect should underscore the fact that REGENCY boats are elegant yet inviting spaces for relaxing and entertaining.

STYLE

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PRODUCT BEAUTY

Use close shots taken at an angle

to showcase the boat’s style in elegant, but

not distracting, settings.

Don’t show high-energy fun involving children.

Images should generally have a warm cast to them. Backgrounds can be out of focus.

DO DON'T

Images shouldn’t be too bright or oversaturated with color.

Show people relaxing and entertaining.

The implied boat owner/hosts

should give off the impression of quiet confidence.

Don’t show scenarios that are too complicated and upscale.

Don’t let the background distract from the boat.


PHOTOGRAPHY – LIFESTYLE


OBJECTIVE

2. Lifestyle

REGENCY lifestyle shots should heavily focus on people enjoying their time on the water, whether that’s entertaining or relaxing. They should be close-up, tight shots feature smiles, laughter and personal interaction in a calm, sociable setting.

STYLE

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LIFESTYLEPeople should be

middle-aged couples and individuals who are

relaxing or entertaining.

Convey quiet confidence.

People shouldn’t be overdressed or look cocky.

Don’t show an unrealistic situation.

People should look like they’re successful in life

and work. They should be gracious and affable hosts.

Watersports shots should only be used with the

LE3 Sport models. The shots should still be

elegant and aspirational.

Don’t emphasize family fun involving children.

Create an aspirational, approachable scenario.

People should always be dressed upper-class casual.

Don’t show overly extreme or aggressive watersports action.

Watersports models should represent the ideal REGENCY owner.

DO DON’T


PHOTOGRAPHY – TREATMENT


OBJECTIVE

3. Treatment

One of the most important aspects of all REGENCY lifestyle photography is the warmth of the imagery. Much like our pontoon boats, the images should feel inviting, welcoming and comforting. In addition, lifestyle photography should have a glow and soft focus.

STYLE

VOICE

26All 2017 REGENCY creative executions must follow the voice style standards set forth in this guide.

VOICE

To define and display correct brand voice for the 2017 REGENCY® campaign

OBJECTIVE

1. Headline2. Body

TONE1

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VOICE


OBJECTIVE

1. Headline

Quiet confidence—this is the main focus and ideal behind every headline. Headlines should speak to confidence indirectly—never actually use the word “confident”—without being aggressive or cocky. The boats are elegant, but the headlines don’t have point out this obvious fact in every instance. Instead, focus on emotional headlines that subtly say, “We’re glad you’re here.”

TONE1


VOICE


OBJECTIVE

2. Body

Body copy should be aspirational and emotional. Don’t list a lot of technical details or features on excite pieces. Instead, highlight REGENCY elegance and how it can help enhance an owner’s life. Help potential owners imagine themselves onboard their own REGENCY with family and friends.

TONE

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VOICE – TONE

Headlines & Body Copy

• Smart• Confident• Positive• Aspirational• Inviting• Approachable• Energetic (LE3 Sport only)

Headlines & Body Copy

• Snobby• Pedestrian• Aggressive• Technical• Standard

DO DON'T


VOICE – EXAMPLES

Headlines

• Savor the Day.• The Journey is the Destination.• Expansive Elegance.• Thoughtfully Innovative. Beautifully Crafted.• The Sport Side of Luxury.• Experience the Moment.

Body Copy

Whether you’re enjoying a moonlight ride or lounging on a sun-filled afternoon, go out on the lake in a boat that suits your style. Because whatever leisure pursuits you have in mind, and wherever life takes you, there’s a REGENCY® waiting to welcome you aboard.

Headlines

• The Best of the Best• Disturb the Status Quo• Wakeboard & Ski the Day Away• Come Out & Play

Body Copy

REGENCY pontoon boats are the most high-end boats you’ll find anywhere. Each one is loaded with features throughout, such as marine-grade vinyl seating, large storage areas and much more. Plus, they’re all built to perform with three pontoon logs with lifting strakes. So whether you’re looking to fish, party or wakeboard the day away, REGENCY is the best place to do it.

DO DON'T

EXECUTIONAL EXAMPLES

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PRINT AD

Comfort wedded with convenience and performance

A GRAND WAY TO

UNWIND220DL3

The REGENCY® 220 DL3 invites you and your guests to sit back and enjoy the day in style. Whether you lounge around in the plush seating while catching up with your guests and watch your cares float way on the current. Every moment onboard your REGENCY 220 DL3 will be one to remember.

DISCOVER MORE AT REGENCYBOATS.COMINCLUDING COMPLETE PRICING INFO

CALL 844.634.3505 TO REQUEST A BROCHURE OR LOCATE YOUR NEAREST DEALER.

TR000000

WARRANTY

33

BROCHURE – INTRO SPREAD

A GRAND WAY TO

UNWIND

220DL3

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BROCHURE – FEATURE SPREAD

The 220 DL3 provides a full line of creature comforts to set a relaxing mood through every

outing. So, stow all the gear you and your crew need in the floor and underseat compartments.

Then, set a course for your own personal spa—a secluded cove no one knows about but you.

There, you can work on your tan while lying out on the plush sundeck or lounge seating. Take

advantage of the QuickLift™ Bimini top deployment system and effortlessly extend the canopy

without even breaking the conversation. Or kick off your shoes and cool your feet in the water.

Wherever you’re lounging, the Seagrass material on the swim platform and plush carpeting

inside provide relaxing comfort underfoot.

A GRAND WAY TO UNWIND

LENGTH 25 ft. 4 in.7.72 m

DECK WIDTH8 ft. 6 in.2.59 m

LOG DIAMETER 26 in. 66.04 cm

MAX. REC. HP250

FUEL CAPACITY35 gal.132.49 L

MAX. PEOPLE/WT.10/1,380 lbs.625.96 kg

DETAILS AVAILABLE COLORS

Pearl White

Pearl White

Black

Black

Storm Blue

Black

Boats may be shown with optional equipment.

Boat & motor w/Mercury® 150 L FourStroke $38,995Mercury® 200 L Verado® $44,495Mercury® 250 L Verado® Pro FourStroke $48,495

PLUS DE ALER FREIGHT AND PREP CHARGES

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FENCING LOGS

ENGINE OPTIONS

220

™

DL3

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EXECUTIONAL SUMMARY

The 220 DL3 provides a full line of creature comforts to set a relaxing mood through every

outing. So, stow all the gear you and your crew need in the floor and underseat compartments.

Then, set a course for your own personal spa—a secluded cove no one knows about but you.

There, you can work on your tan while lying out on the plush sundeck or lounge seating. Take

advantage of the QuickLift™ Bimini top deployment system and effortlessly extend the canopy

without even breaking the conversation. Or kick off your shoes and cool your feet in the water.

Wherever you’re lounging, the Seagrass material on the swim platform and plush carpeting

inside provide relaxing comfort underfoot.

A GRAND WAY TO UNWIND

LENGTH 25 ft. 4 in.7.72 m

DECK WIDTH8 ft. 6 in.2.59 m

LOG DIAMETER 26 in. 66.04 cm

MAX. REC. HP250

FUEL CAPACITY35 gal.132.49 L

MAX. PEOPLE/WT.10/1,380 lbs.625.96 kg

DETAILS AVAILABLE COLORS

Pearl White

Pearl White

Black

Black

Storm Blue

Black

Boats may be shown with optional equipment.

Boat & motor w/Mercury® 150 L FourStroke $38,995Mercury® 200 L Verado® $44,495Mercury® 250 L Verado® Pro FourStroke $48,495

PLUS DE ALER FREIGHT AND PREP CHARGES

19

FENCING LOGS

ENGINE OPTIONS

220

™

DL3

A GRAND WAY TO

UNWIND

220DL3

21

Comfort wedded with convenience and performance

A GRAND WAY TO

UNWIND220DL3

The REGENCY® 220 DL3 invites you and your guests to sit back and enjoy the day in style. Whether you lounge around in the plush seating while catching up with your guests and watch your cares float way on the current. Every moment onboard your REGENCY 220 DL3 will be one to remember.

DISCOVER MORE AT REGENCYBOATS.COMINCLUDING COMPLETE PRICING INFO

CALL 844.634.3505 TO REQUEST A BROCHURE OR LOCATE YOUR NEAREST DEALER.

TR000000

WARRANTY

36

Connie MarcilTraffic [email protected]

Candida BranaghArt [email protected]

Josh [email protected]

CONTACTS

Chris WilsonCreative [email protected]

Documents

STYLE GUIDE...REGENCY luxury pontoon boats are poised to whisk boaters away on elegant outings for years to come. Luxury. Leisure. Performance. Comfort. Confidence. Peace of mind