A bold new brand identity for a Hawke's Bay boatbuilding company.

With aspirations to be ‘the best boat builder in the world’ SLR required an identity that re-positioned them as a major player in their market. We used our findings from the Brand Discovery session to guide the creative response. The key was to show the quality and workmanship of the offering and to articulate the SOI of ‘First across the line’

The new design needed to be clear, sophisticated, and adaptable for various applications such as racing shells and boat equipment. The logo features a symbol representing the motion of water with one element surpassing the other, reinforcing the idea of being ‘First across the line’.