The Wave Project
"I am speechless this is so good. I want to use this proposition as a tagline on the website straightaway."
The challenge
The Wave Project is a charity that uses Surf Therapy to improve children's mental health and wellbeing through their award-winning programme. Surf Therapy is an evidence-based programme that enables children and young people to build confidence and overcome anxiety barriers through surfing.
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I first met The Wave Project while covering a story on their pre-loved wetsuit scheme for Resource Media. Inspired by their mission, I offered to help with their marketing pro bono. Their initial priority was a visual identity refresh, but the work evolved into a deeper brand review, culminating in a reframed core identity.
The approach
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​Brand review: Following a kick-off session, I immersed myself in The Wave Project's brand architecture by reviewing existing documentation, owned channels, and two best-in-class comparator charities identified by the team. I also developed key audience insights to better understand needs and expectations. My core recommendation: to introduce variety - visually, tonally, and emotionally. To galvanise support, the brand needed to speak more boldly about what it stands for, and what would be at stake if it were to fail.
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Brand positioning: Building on the brand review, I refreshed the brand values to inject this passion and energy, and proposed a new brand proposition that captured this fighting spirit: 'The Wave Project - Fighting for all children's right to the healing powers of blue spaces'. This was supported by a set of messaging pillars to bring greater clarity and consistency going forwards.
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Design brief: Finally, I outlined how this new positioning could translate into a refreshed visual identity, recommending updates to the logo, colour palette, fonts, and graphical elements to create a system that felt distinctive yet easy to implement across local teams.
The results
The Wave Project responded with real enthusiasm, excited to see their brand's potential reframed with greater energy and clarity. The Wave Project is now hoping to work on a larger branding piece in the near future.
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