The Brief
Aqua Lung is a multi-faceted company inspiring people to enjoy water exploration. Paydirt partnered with them and their sub-brands to refresh their corporate identity.
A large part of this project was refreshing the corporate brand book, a 50+ page defining the Aqua Lung brand.
Apart from the brand book, we provided them with email signatures, business card designs, letterhead design and a generic powerpoint template.
The Process
Aqua Lung and its brands are historic explorers and responsible ambassadors of our oceans. Below is the stylescape that captured this sentiment and kicked off the design concepts. The Human Spirit stylescape was the starting point of the overall look and feel.
National Geographic was an inspirational brand to work from. Their simple yellow rectangle so iconic and classic, plus it’s used well in framing photographs as well as using as an endpoint or favicon in a small scale.
Using the adventurous quality of NatGeo, the scape continues into a nautical and majestic sea creature theme. The narrow bold lettering contrasts well with deep blue expanse. This seems to exude the brand personality themes: responsibility, adventure, human exploration, heritage, extremities, innovation, grit.
The Final
At the end, the ecosystem of Aqua Lung had a strong and uniform brand with a brand book.