Description:

We developed a brand identity that connects Red Shed to the evolution of rowing itself. With this shared history as a foundation, we created a visual language designed to resonate with the diverse community. Drawing on heritage-inspired details, including oar markings and rowing suit graphics, we paired dynamic patterns with big, bright block colours and a modern take on the condensed, blocky fonts commonly used in rowing and sailing clubs.

The identity comes to life through the strategic use of space and material. Signage and wayfinding elements support navigation and contribute an additional layer of brand presence, maintaining an energetic but cohesive look and feel throughout the space. Clean, consistent signage using bold typography and dynamic graphic elements prioritises usability, pointing members in the right direction. Echoing the sentiment of creating pathways for everyone, the application of brand patterns captures the rhythm of gliding through water, applied to window decals to provide visual interest and define different zones within the space.

The design encourages movement and inclusivity through both physical layout and graphic treatment, ensuring first-time visitors, casual users, and elite athletes feel welcomed and informed. Patterns flow across interior surfaces, light interacts with texture and transparency, and visual hierarchy has been carefully considered to support accessibility and legibility for all users.