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Our assignment was to create a branding and identity system that helped define a new brand. KelpTree is a new web-app designed to help those spellbound by the sea, find boats swiftly. The app also helps boat owners and dive shops sell dive boat seats to a broad market with ease. All of which we had to somehow integrate into one design.
Our approach was to integrate elements of the diving industry along with a modern look that speaks to experienced members of the diving community, yet also someone just discovering it. We found multi-meaning imagery using rope in a first step of a diver's knot, that also forms a "K" for KelpTree. Finding a balance of friendly, yet professional tone through color and typeface rounded out our process.
Our client was thrilled with the results. Utilizing an element like the rope, something simple, yet vital in the boating industry, was key in making that connection clear and impactful to the client.