Unquestionably known as one of the biggest & best motorcycle brands, Honda was looking to make a splash in the personal watercraft category (think: JetSkis).

...simple & defendable marketing claim...

As a seasoned motorcycle rider & racer, I helped Honda establish their unique position of 'Honda motorcycle performance on the water'. The result? A simple & defendable marketing claim that no competitors to the AquaTrax brand could touch in a category that suffered from a sea of sameness.