Description:

Driven by the transformative power of the sport, Red Shed is an ambitious initiative by the Black Mountain Rowing Club. The team is committed to creating positive change in the Canberra community through rowing. Red Shed offers targeted programs and experiences to improve technique, strength and resilience. A space where beginners gain confidence and athletes refine their performance, this community-driven venture encourages members to push themselves in a supportive environment centred around skill development, socialisation and wellness.

The challenge with Red Shed was to develop an identity that was both professional and approachable, while unifying the various functions of the centre, from quality rowing facilities to lifestyle, retail, hospitality and event hosting, in a cohesive brand. Positioning Red Shed as an inclusive, high-performance venue for all abilities, the identity needed to balance the technical, competitive aspects of rowing, and the warmth and energy of the local community.

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 taken on the condensed, blocky fonts commonly used in rowing and sailing clubs. Atmospheric photography adds depth and emotion to the brand, capturing the highs and lows in the faces of individuals. Every detail was crafted to ensure a consistent experience that appeals to all visitors, fostering a sense of belonging for everyone.