Paddle Into Fitness pioneered the concept of standup paddleboard yoga, created the first teacher certification program, and offers courses in paddle fitness and water safety.
Task // Roxy athlete and Paddle Into Fitness founder Gillian Gibree, asked for a company rebrand to expand their target demographic.
Process // Previous identity featured a woman in a yoga pose on the water, however, Gillian wanted to place more emphasis on the non-yoga SUP classes and courses, and needed a logo that reached a wider audience for this purpose. Created a functional stamp logo for printing on paddles, hats, etc. depicting the speed of the paddle stroke with trailing bubbles.
Final Product // The resulting logomark combines elements of water and movement as do the color palette we curated. We also refined the photographic styles to portray an active and grounded lifestyle.
Scope of work // Art Direction | Brand Identity | Custom Photography