B r a n d i n g
Sydney International
Boat Show
Boat Show
At the beginning of 2022, the team running the Sydney International Boat Show approached Rumble to help them craft a new identity. The existing logo was becoming dated, and they wanted to ensure their new identity felt inclusive of the many types of people who come to the show, not just boat lovers but lovers of the sea at large. This was an exciting project to work on as I got to create and direct the identity and see it come to life through various mediums.
Company: Rumble
Year: 2022
LOGO DESIGN
In creating the logo, I wanted to create something contemporary to build excitement and a sense of gravity. I also wanted to steer clear of representing just 'boats' as the Boat Show showcases various water vessels. So, I created an abstract mark based on the common feature of a bow, and created an art direction that would allow for a graphic interpretation of the many kinds of vessels using shapes derived from the logo. In doing so, the identity is flexible, fun, and inclusive.
Art Direction
In initial art direction explorations I explored ways in which to combine the playful shapes with a structured and contemporary layout that reflected the highly structured logo. In so doing the brand appears playful, but not childish. Additionally, by matching the colour of the mark with the graphics, the brand always appears fresh and reflects the many aspects and audience members of the Boat Show.
