Introduction
HYDROLIFT x LIA
Rebranding of renowned Norwegian boat manufacturer with a legacy in high-performance inboard models.
Deliverables
Logo redesign, hull/product graphics, UI/UX, infographics and art direction for photo and video content.
Scope
The brand needed a visual refresh to better resonate with new customer segments, as market trends moved towards outboard engines and more accessible premium models. The redesign covered three distinct lines, X-Series, Signature Series and Pro-Series, each addressing unique audiences under one cohesive brand system.
The project spanned an extended period, with an initial launch in 2015 and the redesign released in 2016. Further updates were made in collaboration with Anti Inc. in 2022.
Credits
Product Design: Eker Design
Art direction & graphic design: Magnus Lia / ANTI
Photo: Glenn Røkeberg, ANTI, Eker Design
Animation: Eker Design
Objectives
The goal was to reposition Hydrolift to appeal to new markets without alienating its loyal high-end customer base.
The X-Series targeted a broad spectrum, from entry-level buyers looking for 22-foot models to premium customers drawn to top-tier models up to 32 feet, which increasingly took a larger share of the premium market. The Signature Series remained the brand’s flagship, aimed at customers seeking uncompromising design, craftsmanship and exclusivity. The Pro-Series addressed industrial buyers, rescue services and defense sectors. Each line required its own logo, visual identity and tailored marketing, all while preserving Hydrolift’s overarching brand integrity.
Certain elements were meant to carry over.
The shield and the iconic swallow were kept as part of the identity, along with the logotype, but there was room for refinement. The logotype was refreshed and modernized, the shield was updated and simplified, while the swallow remained untouched by clear intent.
Solutions
The result was a premium brand architecture with clear differentiation and a unified core.
The X-Series was given a distinct identity balancing entry-level appeal with an elevated premium presence, particularly for the larger models gaining traction among high-end customers. Each series was equipped with its own logo, visual system and communication style, covering everything from marketing materials to product graphics. The updated identity allowed Hydrolift to meaningfully engage consumer, luxury and professional segments, reinforcing its reputation as an innovative, adaptable and aspirational marine brand.
