Waterproofing a
coastal community
BACKGROUND
STAR AquaCenter is a non-profit on a mission to build the first indoor pool in Southhampton NY. They needed help creating a recognizable and impactful new brand identity that would help build awareness as well as inspire the community to support the cause.
CHALLENGE
Because Southhampton is a beach town, the new identity needed to differentiate from the many water themed programs and activities in the area. It needed to clearly communicate that this is a serious initiative for an indoor (vs outdoor) pool. Along with the functional aspects, we needed to find an emotional connection that would communicate to potential donors WHY the area needed STAR AquaCenter.
INSIGHT
We uncovered that the original founder of the initiative was a school principal with very personal experiences that highlighted the urgency of having competent swimmers in a beach town like Southhampton. She wanted to build a year round facility to teach drowning prevention and build strong swimmers. We highlighted “Waterproofing Southhampton” as a guiding principle for the initiative.
Waterproofing Southhampton Town
The final logo is a combination of a shield to convey protection, indoor swim lanes and the blue and yellow colors from the Southhampton flag. Together these elements create a unique and clear symbol for what the center will become - a vibrant space to build strong swimmers and a safer community.
