A definitive watersports brand

CHALLENGE

As a new operator, Cayman Diving needed to distinguish themselves from their on-island competitors, while also making it easy for visitors to find and learn about them online.

SOLUTION

Luckily, the category-defining name, 'Cayman Diving', was available and, with advice from BB&P, secured by the company. That name set the foundation for the development of the definitive diving brand, and also the online search strategy for the website.

The visual approach to the brand had to cut through the traditionally cluttered world of dive operator branding, while at the same time creating a strong identity that performs largely online and on the water.

The result is a positioning of 'serious fun' for Cayman Diving, with supporting symbology inspired by legends of mermaids in the waters of the Cayman Islands. The islands themselves are represented by three stars.

A new fully-responsive website was developed as part of the new brand suite. Video, a key component of the website, quickly and easily conveys the type of experience visitors could expect on the water with the new dive operation.

RESULTS

The response to the new brand has been considerable among oth visitors and residents. Since the rebrand, Cayman Diving have quickly expanded from one to five boats, acquiring another dive operation in the process and purchasing their own waterfront location in the capital, George Town.