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HFFA asked us to update—not significantly change—the identity for this aquatic sports club, and 'possibly some messaging' that felt empowering, community driven and fun. Starting with the identity, I did a little color tweaking, then replaced the generic font with one that offered similar structure and shape but was more readable and modern. A little type customizing and kerning went a long way.
We also introduced a tagline, "Are you in?" referring to the pool. Jumping "in" however, meant a lot more than just swimming at HFFA. With our ads we wanted to send a message that there's things for kids, which means a break for parents, and the fitness facilities, wellness classes, yoga, and more. The new identity's font and color served as a brand foundation for the ad work, as well as working into medallion graphics, useful for a variety of applications. When the center hosted a nationals-level diving tournament we did the promotion seen below.
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