Ashbridge’s Bay Yacht Club
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.
The Impact
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 launched 16 program-specific campaigns with visual consistency.
Logo / Identity
Graphic Design
Brand Positioning
Creative Direction
Copy Editing
