Divers Direct
Brand System, Omnichannel, & Retail Design
SCOPE Brand identity, campaign design, OOH, Retail, E-Commerce
ROLE Graphic Design
Modernizing Florida’s largest dive retailer across e-commerce, digital campaigns, out-of-home advertising, retail signage, and customer-facing brand touchpoints.
01 / BRAND SYSTEM
A bolder visual foundation
The system used high-contrast typography, ocean-driven color, energetic textures, and flexible brand elements to create a visual language that felt adventurous, retail-ready, and easy to recognize.
Color System
1
A high contrast palette that commands attention and performs across every environment, whether above or below the surface.
Divers Red
#ED1C24
Deep Black
#000000
Sea Gray
#E7E7E8
Ocean Blue
#006CE7
White
#FFFFFF
Logo System
2
A versatile logo family built for clarity, recognition, and adaptability across formats and platforms.
Graphic Language
3
Gritty textures and hand-worn details bring an authentic, nautical edge to the brand, evoking adventure, ocean culture, and real-world use.
02 / E-COMMERCE & DIGITAL CAMPAIGNS
Assets designed for fast product discovery
Digital creative needed to communicate offers quickly while still feeling connected to the excitement of diving and water sports. I optimized the website’s design to implement the newly established graphic language, and designed campaign systems, website graphics, and e-commerce-focused promotional assets that could adapt across desktop, mobile, email, social, and paid placements.
The recognizable marketing campaigns with standardized layouts built for scalability and performance extended the brand system into shopping and content areas that allowed shoppers to be easily integrated and find what they’re searching for, whether on socials, the website, or in-store.
03 / OUT-OF-HOME
Billboards built for instant readability
Out-of-home creative needed to be bold, fast, and legible from a distance. The layouts prioritized clear price hierarchy, high-contrast type, strong brand presence, and simplified visual storytelling to capture the eyes of thousands of drivers in high traffic areas.
04 / RETAIL & EXPERIENTIAL DESIGN
Extending into the retail store experience and home mailers
The brand system was applied to customer-facing print pieces, gift card packaging, retail displays, store signage, and environmental graphics to connect the digital identity with the in-store journey and customer interactions.
05 / PHOTOGRAPHY & LIFESTYLE CONTENT
Bringing the brand closer to the diving community
In-house lifestyle photography gave the brand a personal touch and ownership of its catalog of products and a more immersive feel, connecting the gear we sold to real dive experiences and the sense of adventure behind the category. I did assistant photography and direction support during photo shoots.
