The Work

A portfolio of not just what it looks like, but why it looks the way it does:
because good design is about results.

Expressing a Brand New Emocean

The world’s largest scuba retailer needed to brand its new diving adventures division. The objective was to develop a strong, trusted brand identity through good design that connotes action, adventure, energy and excitement — and of course, water! AND it had to speak to its audience.

With the target consumer being young, fun, upscale, and active, the logo needed to capture that same dynamism. It also had to be simple, unique, and impactful — and work in all sizes, contexts, and media. This encompassed everything from retail to kiosks to promotions to the adventures themselves. The logo and branding would be applied to signage, boats, apparel, flags, websites, flyers, posters, and a host of other advertising materials.

Additional challenges included ensuring that the name “Emocean” would read quickly and seamlessly — a bit tricky when there are different ways one may read the name. The symbol and type needed to work together as well as separately. Sub-branding also needed to be thought out for the many other offerings falling under the Emocean umbrella. A slogan was developed as well, and locked up to the logo as needed.

Through good design and partnering with the client to encapsulate all they were and aspired to be, the brand mark served a purpose far beyond that of just a mere logo — it provided the graphic inspiration that informed the design of their entire brand identity.

For more details on the actual design process, you can take a look at this blog post, Anatomy of a Logo.