Australian Sailing Branding & App

For many people, sailing is an elitist sport. Participants were being lost because they believed it would be too expensive, they would have to own their own boat and not be aware of the diversity of experiences and the range of vessels that a sailing club can offer. The whole category was sadly misunderstood, yet sailing at all levels is a participation sport. It’s for all ages and a great pastime to make lifelong mates. So, we undertook a complete brand repositioning based on inclusiveness.

A logo and theme message with lockup graphic treatment were developed to create a tone of voice that would engage with a wider audience.

And with Australian sailing clubs coming together under the one governing body, we took the opportunity to create an overarching app that would include everything people needed to know about joining a sailing club and also serve as a valuable source of newsworthy content for sailing club members.

We also included video testimonials from Australian Olympic sailors.