Project: DSWC

Agency: Personal client

Branding a watersports centre in the middle of London

Role: Creative Director

The docklands sailing and watersports centre exists in the shadows of canary wharf, serving a diverse local community, made up of local schools and youth programs to corporate events for multi-nationals. The brief was to create an identity that appeals to the wide ranging user base whilst emphasising a sense of community spirit.

The starting point for the logo was a life ring. This was then broken apart to create several different lockups to work across all different types of canvases, from flyers to sails – inspired by the fluidity of water.

The starting point for the logo was a life ring. This was then broken apart to create several different lockups to work across all different types of canvases, from flyers to sails – inspired by the fluidity of water.

The logo can then extrapolate to incorporate different words across various functions so that the identity is always present.

High-vis printed logo on the reverse of rain jackets.

A portfolio of double sided flyers were created using lino printing. The shapes were graphically arranged so the negative space forms a sail, kayak, sailing boat or a splash for youth activities.

The sailing center also offers shore-based activities alongside its waterside offerings. Flyers were created to showcase weddings, venue hire, corporate events, and general activities.