In 2022, Alexforbes started their next phase of executing a strategic shift focused on connecting with customers, clients, employees, and society to make a meaningful and positive impact in their lives.

Sponsoring the first full team from marginalized communities in the Western Cape, trained by the Royal Cape Yacht Club Sailing Academy to compete in the iconic Cape to Rio yacht race aligned well with this strategy.

Lattitudes goal was to not just give Alexforbes visible ownership of the sponsorship, but to also create awareness and build support for the team as they prepared for their race.

Driving this primarily through social media, supported by selected traditional media and PR, we developed content and assets that connected the audience to this inspiring human story rather than creating a corporate sponsorship brag – the design approach to branding the boat and crew kit was more than enough to give the brand visibility.