Brand identity & messaging
A brand that looks and sounds like the ROW crew.
Client: Rowing on Water (ROW), 2019
Creative team: An EPIC rally!
Recovery on Water (ROW) is a nonprofit that helps women connected by breast cancer reclaim their bodies through the power of sport. ROW had a common issue facing organizations of all kinds: well-meaning crew members going rogue with the brand.
As part of a pro-bono EPIC rally, I worked with ROW to craft a brand voice and brand identity that the greater ROW regatta would be proud to share—while following the brand guidelines, of course.
The brand traits that define ROW’s voice and tone.
One-pager mockup.
Poster mockup using brand elements.
After listening to ROW and its team, it became clear that this was a tough, straight-talking, and unbelievably loving and supportive crew. The brand needed to sound like them.
The result of the eight-week volunteer rally was a refreshed brand guidelines, with a defined logo, color palette, and more. Copy-wise, I developed:
Brand promise
Brand traits
Example applications for posters, one-pagers, emails, and more
I also worked hand-in-hand with our designers to build out the full guidelines—so that every word within sounded like ROW, too.