With more than 40 distinct sailing and racing programs, Ashbridge’s Bay Yacht Club lacked a unified visual identity. Each program operated with disparate styles, leading to brand dilution and a lack of professional consistency across their diverse print and digital touchpoints.
I developed a comprehensive design strategy and brand system to unify all club branches. This included creating standardized templates for event promotion, social media storytelling, and digital newsletters. I streamlined the visual language to ensure that whether a member was viewing a racing flyer or a youth sailing post, the ABYC brand was instantly recognizable.
The new strategy provided a cohesive look that elevated the club's professional standing within the sailing community. By creating a scalable system, I reduced the internal turnaround time for program assets, ensuring all 40+ programs maintained brand integrity throughout the season.
LEAP Sailing
To support a new initiative dedicated to girls and women in sailing, ABYC needed a sub-brand that felt modern, empowering, and distinct. The challenge was to create a unique identity for LEAP Sailing that resonated with its specific demographic while maintaining a clear visual connection to the ABYC master brand.
I developed a cohesive brand identity and a set of comprehensive brand guidelines to ensure long-term consistency. I designed flexible social media kits and PowerPoint templates that allowed the LEAP team to produce professional-grade content independently. The visual language utilized elements of the parent brand but introduced a refreshed palette and typography to signal a new chapter for the club.
The successful launch of LEAP Sailing established a professional and inviting presence from day one. By providing a "plug-and-play" template system, I empowered the organization to scale their communications quickly, ensuring the initiative's mission remained the focus rather than design overhead.
Junior Sailing School
The Junior Sailing School (JSS) at Ashbridge’s Bay Yacht Club needed to differentiate its youth offerings from the main club's more formal atmosphere. The challenge was to create a visual identity that felt trustworthy and safe for parents, yet playful and energetic for children
I developed a comprehensive sub-brand system rooted in the values of Trust, Belonging, Playfulness, and Confidence
The new JSS sub-brand provided a professional yet accessible "entry point" for young sailors, effectively bridging the gap between a private yacht club and a community-focused school. By delivering a "plug-and-play" template system and clear guidelines, I empowered the JSS team to launch 16 program-specific campaigns with total visual consistency
