Client: Whitefriars Sailing Club

 

Project: Brand Creation

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Involvement: Art Direction & Design

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Agency: © Coded Design Ltd

Creating Waves. Building Community.

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The brief was to create a distinctive identity for Women on Water (WoW), a growing female-focused community within Whitefriars Sailing Club. The objective was to develop a brand from the ground up that captured the group's inclusive, empowering and adventurous spirit, while maintaining a visual connection to the parent club's heritage and values.

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Beginning with stakeholder discussions and brand discovery, we explored the group's purpose, audience and ambitions. This process helped define a set of core brand attributes — inclusive, supportive, empowering, active, friendly and adventurous — which became the foundation for the creative direction.

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From there, a series of logo concepts and visual territories were developed, each exploring different interpretations of community, movement and life on the water. Through refinement and collaboration, a final identity emerged that balanced confidence and energy with approachability and warmth. The chosen marque was supported by typography, colour palettes and practical applications across digital communications, social media and club merchandise.

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The result is a memorable and scalable brand identity that gives Women on Water a clear voice of its own, strengthens its presence within the sailing community and creates a platform for future growth, engagement and recognition.