International Water Sports (IWS), recognizing a lack of innovation in aquatic sports, discovered a revolutionary respiratory technology enabling effortless underwater breathing and sought to bring the product to the masses. Tasking our team at Gel with a quick turnaround, IWS needed a cohesive brand—including a new name, strategy, identity, and website—for launch at a major diving expo in 90 days.
We developed a brand strategy, name, and identity built on consumer research that showcased freedom, discovery, and immersion as core pillars of the brand's essence. Ultimately launching with the name "Freebreathe" and the tagline “Breathe it to believe it,” IWS was ready to make a splash. The logo, conceptualizing an infinity sign made of waves, symbolized endless underwater exploration and safety, with the negative space representing the air pocket accessible while using the product. Through vibrant colors, bold text, and immersive brand elements, we highlighted the wonders of the ocean that Freebreathe unlocks, bringing to life the website, tradeshow activation space, packaging, and product itself.
At the major diving expo, Freebreathe made a significant impact, garnering over 400 inquiries. The striking brand identity and strategic positioning resonated with attendees, establishing Freebreathe as a new wonder in the watersports category. In less than 90 days, we successfully launched a memorable and disruptive brand that continues to make waves.
ROLE:Creative Director
DUTIES PERFORMED:Brand Strategy, Brand Identity, Product Design, Packaging, AI Generation, Messaging, Experiential