Australian Outriggers - Hero Image

FOR THE LOVE OF THE PADDLE

AUSTRALIAN OUTRIGGER CANOE RACING ASSOCIATION

AOCRA represents a sporting community rich in mateship, respect and a love for the ocean. With the goal to engage the Australian youth market and secure the future of their sport, AOCRA invited us to pitch for the rebrand project that would reposition and reinvigorate their brand, encourage new member applications and build a strong sense of community. 

Paramount to the success of the project was building out a family of brands that represented the different elements of the sport. From naming and messaging to visual identity and collateral roll out, we worked from the ground up to create a house of (8) brands that brought AOCRA's vision to life. 

FOR THE LOVE OF THE PADDLE

AUSTRALIAN OUTRIGGER CANOE & RACING ASSOCIATION

AOCRA represents a sporting community rich in mateship, respect and a love for the ocean. With the goal to engage the Australian youth market and secure the future of their sport, AOCRA invited us to pitch for the rebrand project that would reposition and reinvigorate their brand, encourage new member applications and build a strong sense of community. 

Paramount to the success of the project was building out a family of brands that represented the different elements of the sport. From naming and messaging to visual identity and collateral roll out, we worked from the ground up to create a house of (8) brands that brought AOCRA's vision to life.

FOR THE LOVE OF THE PADDLE

AUSTRALIAN OUTRIGGER CANOE & RACING ASSOCIATION

AOCRA represents a sporting community rich in mateship, respect and a love for the ocean. With the goal to engage the Australian youth market and secure the future of their sport, AOCRA invited us to pitch for the rebrand project that would reposition and reinvigorate their brand, encourage new member applications and build a strong sense of community. 

Paramount to the success of the project was building out a family of brands that represented the different elements of the sport. From naming and messaging to visual identity and collateral roll out, we worked from the ground up to create a house of (8) brands that brought AOCRA's vision to life. 

FOR THE LOVE OF THE PADDLE

AUSTRALIAN OUTRIGGER CANOE & RACING ASSOCIATION

AOCRA represents a sporting community rich in mateship, respect and a love for the ocean. With the goal to engage the Australian youth market and secure the future of their sport, AOCRA invited us to pitch for the rebrand project that would reposition and reinvigorate their brand, encourage new member applications and build a strong sense of community. 

Paramount to the success of the project was building out a family of brands that represented the different elements of the sport. From naming and messaging to visual identity and collateral roll out, we worked from the ground up to create a house of (8) brands that brought AOCRA's vision to life. 

FOR THE LOVE OF THE PADDLE

AUSTRALIAN OUTRIGGER CANOE & RACING ASSOCIATION

AOCRA represents a sporting community rich in mateship, respect and a love for the ocean. With the goal to engage the Australian youth market and secure the future of their sport, AOCRA invited us to pitch for the rebrand project that would reposition and reinvigorate their brand, encourage new member applications and build a strong sense of community. 

Paramount to the success of the project was building out a family of brands that represented the different elements of the sport. From naming and messaging to visual identity and collateral roll out, we worked from the ground up to create a house of (8) brands that brought AOCRA's vision to life. 

WHAT WE DID
Discovery & Strategy
Naming & Messaging
Brand Identity
Print Communications
Merchandise
Social Templates 

PROJECT CONTRIBUTORS
Richie Edmiston

WHAT WE DID
Discovery & Strategy
Naming & Messaging
Brand Identity
Print Communications
Merchandise
Social Templates 

PROJECT CONTRIBUTORS
Richie Edmiston

WHAT WE DID
Discovery & Strategy
Naming & Messaging
Brand Identity
Print Communications
Merchandise
Social Templates 

PROJECT CONTRIBUTORS
Richie Edmiston

WHAT WE DID
Discovery & Strategy
Naming & Messaging
Brand Identity
Print Communications
Merchandise
Social Templates 

PROJECT CONTRIBUTORS
Richie Edmiston

WHAT WE DID
Discovery & Strategy
Naming & Messaging
Brand Identity
Print Communications
Merchandise
Social Templates 

PROJECT CONTRIBUTORS
Brand Messaging — Richie Edmiston

Australian Outriggers Logo Lockup
AO Logo Concept Development
AO-Logo-Concept-Development-Power-2
AO Logo Concept Development
Australian Outriggers Logo Lockup
AO-Logo-Animation-LR
AO Paddling Team

BUILDING AN ADAPTABLE, MULTI-LAYERED VISUAL IDENTITY

Our goal was to build an identity that not only spanned the eight brands within the brand house, but worked with ease at a local, national and international level when required. First we developed the three hero brands that segmented the key areas of business; corporate, marketing communications and elite performance.

Five zone-specific sub brands followed to act as unique identities for each regional outrigging community. Equipped with a brand package including logos, colours, patterns, how-to guides and social templates, each regional team could share the load in rolling out collateral for local marketing initiatives, events and competitions. 

AOCRA-Corporate-Logo
AO-Hero-Logo
AUS-Elite-Logo
AO-Zone-Brand-Identities
AO Zone Pattern Bands Animation

MEMORABLE MESSAGING TO TELL THE BRAND STORY

Australian Outriggers represents the passionate paddler and the saltwater souls; a community tied to deep vast blue. With passion such a strong undercurrent in the target community, we used a storytelling approach to develop the brand messaging, keeping the 'ocean-to-paddler' connection at the core of all brand language. 

After locking in the new brand names, we got to work creating catchy taglines, an emotive brand manifesto, and inspiring brand values. Once the brand messaging suite was complete, it would act as the perfect jumping off point for internal team members to implement content immediately across all marketing channels, and continue to develop further copy in their distinct brand style. 

AO-Hero-Tagline
Share-the-spirit
Race-Deep
Saltwater-Souls
AO-Graphic-Application
AO-Brand-Messaging-Excerpt
AO-Tagline-Application
AO-Instagram-Mockup
AO-Social-Media-Templates

THE OUTCOME: WELCOMING A NEW WAVE OF PADDLERS

With the embrace of their new brand identity, Australian Outriggers claim a powerful position in the world of ocean sports. Equipped with memorable messaging, a vibrant visual identity and a suite of templates, guides and assets, the AOCRA team now have the (oceanic) world at their fingertips. We can't wait to follow their journey as they share their story, build community and welcome a new wave of paddlers to the Australian Outriggers organisation. 

AO-Icon-Development
Brand Guidelines and Patterns
AO-Graphic-Application-Tagline
AO-Mobile-Web-Mockup
Canoe Racing Decals
AO-Merch-Tshirt
Australian Outriggers Event Tent Mockup
AO-Web-Mockup

"Kiel and the team went over and above to ensure we received the desired outcome. We are thrilled with the end result; the quality of work, excellent communication, and final design overall. They understood the brief clearly and took it way beyond our expectations to provide AOCRA with a fresh, innovative design that will last many decades to come."

KATHERINE COLE  |  PRESIDENT

AO-Tagline-Moving-Oceans

THE WORK

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PhrasingBRAND IDENTITY

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PIATOBrand Identity