- Our Clients -
NAMJet
Situation & Challenge
NAMJet designs and manufactures high-performance marine jet propulsion systems used in commercial vessels ranging from workboats to military craft and high-speed ferries.
Despite exceptional engineering, NAMJet faced a familiar challenge in industrial B2B markets:
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Outdated or overly technical branding that didn’t reflect innovation
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Limited visibility among international marine operators and vessel manufacturers
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Need for a scalable marketing foundation to support dealer partnerships and global sales growth
Approach & Strategy
Bonefish Communications partnered with NAMJet to modernize its brand presence and marketing communications across all channels. Our strategy focused on:
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Repositioning the company as a leader in rugged, high-thrust propulsion — emphasizing innovation, performance, and reliability.
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Developing a suite of brand and campaign assets (messaging, visuals, print, digital) to support global outreach and dealer enablement
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Streamlining technical communication to be more digestible for decision-makers (shipbuilders, naval architects, procurement teams)
Project Highlights
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Refreshed the NAMJet brand voice and visuals to better reflect performance, reliability, and precision
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Developed campaign-ready messaging and brochures tailored to global dealer use and trade show audiences
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Crafted technical content and value propositions that connected with both engineers and business buyers
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Supported rollout of marketing materials into international markets, ensuring localization and consistency
Project Results
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NAMJet’s updated brand identity and marketing materials enhanced perception among high-value stakeholders
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The company entered new international markets with stronger brand cohesion and improved sales enablement
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Dealers and distributors gained access to higher-quality materials, improving their ability to represent NAMJet’s value proposition
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The refined messaging positioned NAMJet to better compete against larger propulsion system OEMs
Key Takeaways
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Technical B2B brands need clear, benefit-driven messaging — not just specs and diagrams
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Dealer enablement is a critical part of scaling in global manufacturing markets
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Consistent brand presence across regions supports faster market penetration and stronger channel relationships
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Combining technical accuracy with clear positioning helps differentiate in a crowded marine equipment space
Deliverables
