Driven by the transformative power of the sport, Red Shed is an ambitious initiative by the Black Mountain Rowing Club. The team is committed to creating positive change in the Canberra community through rowing. Red Shed offers targeted programs and experiences to improve technique, strength and resilience. A space where beginners gain confidence and athletes refine their performance, this community-driven venture encourages members to push themselves in a supportive environment centred around skill development, socialisation and wellness.
The challenge with Red Shed was to develop an identity that was both professional and approachable, while unifying the various functions of the centre, from quality rowing facilities to lifestyle, retail, hospitality and event hosting, in a cohesive brand. Positioning Red Shed as an inclusive, high-performance venue for all abilities, the identity needed to balance the technical, competitive aspects of rowing, and the warmth and energy of the local community.
We developed a brand identity that connects Red Shed to the evolution of rowing itself. With this shared history as a foundation, we created a visual language designed to resonate with the diverse community. Drawing on heritage-inspired details, including oar markings and rowing suit graphics, we paired dynamic patterns with big, bright block colours and a modern taken on the condensed, blocky fonts commonly used in rowing and sailing clubs. Atmospheric photography adds depth and emotion to the brand, capturing the highs and lows in the faces of individuals. Every detail was crafted to ensure a consistent experience that appeals to all visitors, fostering a sense of belonging for everyone.
Interiors by Sally Hieatt
Our naming strategy for Red Shed was to tuck the exceptional inside the unassuming. The name is an exercise in positioning – distilling foundational brand values of accessibility and community. In bold contrast to the achievements of its high-performance members, this humble name makes the feats of the community sound all the more impressive, while marking even the earliest of impressions with a sense of approachability.
Signage and wayfinding elements support navigation and contribute an additional layer of brand presence. Clean, consistent signage using bold typography and dynamic graphic elements maintains an energetic but cohesive look and feel throughout the space while pointing members in the right direction. Echoing the sentiment of creating pathways for everyone, the application of brand patterns captures the rhythm and flow of gliding through water, applied to window decals to provide visual interest and define different zones within the space.
Branded merchandise, designed to be sleek, athletic, and versatile, reflects both the high-performance nature of rowing and the lifestyle aspects of the brand. The focus was on quality finishes, with modern cuts and durable fabrics, along with subtle branded touches like tags and tone-on-tone logos. These pieces are suitable for wear both on and off the water. The resulting collection is premium yet accessible, bringing an aspirational element to everyday wear.
