To create an iconic, memorable and commercially viable sporting brand for the first British America's Cup entry for
almost a decade.

Drawing on the long and proud history of Britain in the America's Cup along with the key essence of teamwork, camaraderie and competition within sailing, the creative idea of Unity gave us the platform to explore a dynamic sporting brand that could represent the energy, dynamism and fluidity of sailing, in a ‘modern British’ way.

Communicating the extreme excitement and energy of the sport and the premium audience to whom it plays out. The final brand interprets the British colours in a contemporary but energetic way, with the final mark representing the unity of the team supported by rich, detailed photography to capture the variety and beauty of the sport.

Agency / FutureBrand    Team / Adam Savage, Giovanni Rodolfi

© 2014 David Waters

All work listed or shown that was produced whilst at FutureBrand London is property of
the studio who own the origination and intellectual copyright.