Branding + UI/UX
Broadwing Watercraft
synopsis
Broadwing is a family-owned small business that specializes in handmade canoes and kayaks. They aim to provide good quality watercraft that will last a lifetime and keep the families of their customers safe.
Friendly imagery, a warm and inviting color palette, with united typography allow
Broadwing to stand out and give the brand an organic, handmade, familial feel.
deliverables
Brand Identity
Stationery
Brand Guidelines
Website Landing Page
logo process
The Broadwing logo is a symbolic letterform with its components — two organic lines connecting the b & w to form the outline of a canoe. Its warm primary colors represents Broadwing's value of the organic free-flowing spirit of the outdoors. These features communicate the important characteristics of Broadwing — handmade, warm, and adventurous.
visual system
Broadwing's brand tone embodies the spirit of adventure, resonating with those who seek the thrill of exploration and the tranquility of nature, the typefaces and colors used throughout their system reflect this.
display
bodycopy
sunset
lilypad
turbid waters
darkwater
stationery & assets
Broadwing's stationery embodies its brand identity by incorporating a warm-toned palette consistent with its overall branding. Additionally, the texture and patterns utilized mirror those found across other brand touchpoints. These elements are especially significant as they align with the brand's essence, emphasizing its natural and directional attributes, particularly relevant as Broadwing specializes in marketing watercraft.
social media
As a small business, Broadwing is focused on increasing brand awareness with
its new brand identity. Utilizing social media platforms is key to reaching a younger target audience. Through engaging posts on Instagram and Facebook, Broadwing highlights its core values and showcases the benefits it offers.
banner ad
landing page
Broadwing's branding refresh spreads to its website where you can find the products it sells and learn even more about the company, its history, and its brand essence.
