Rebranding a leading marine technology business.

RS Aqua, ocean science & marine industry experts approached Fable&Co. with a mission to create a comprehensive rebrand & new website that better communicated their established reputation & superior positioning in the marine technology industry.

After 40 years history & legacy, RS Aqua has grown into a highly trusted & respected brand within their niche sector. The value they provide to their clients – not only through the supply of the worlds leading scientific & technical marine equipment, but also the dedicated support, training & expertise – had rewarded RS Aqua an enviable reputation for an impeccably high level of service.

It was time to raise the bar by reinventing the RS Aqua brand identity, marketing & online experience, setting solid foundations for the future growth & success of this ambitious business.

Fable&Co. saw an opportunity for RS Aqua to stand out within a sea of mediocrity. Together we set out to successfully tell RS Aqua’s story with clarity, enabling their services & technologies to become more accessible than ever before. Resulting in providing ground-breaking science, alongside lasting client relationships thus contributing to the blue economy, with sustainability at the heart of everything they do.

Research & Strategy

Our oceans are our greatest & most valuable resource.

In true collaborative nature Fable&Co. conducted a tailored brand workshop to gain insight into the teams thoughts, opinions, values & purpose that set them & their business apart, both now & looking to the future.

What did we discover? An underlying bigger purpose. A responsibility to protect our oceans, help the conservation of aquatic species & harness sustainable marine resourcing. Fable&Co. felt inspired & turned these passionate statements into beautifully powerful & inspiring messaging that set the framework for the rebrand.

The Logo

Rather than reinvent, we simplified & modernised the existing logo icon, so not to lose existing legacy & positive brand equity that RS Aqua had already established.

Fable&Co. created a stylised evolution of the logo, that utilises the same shape & form of the old icon but instead rebuilt with the simple outline structure, perfectly complementing the new visual language.

For the wordmarque we customised a bold font, communicating authority & stability through its solid, uniformed structure. With careful attention to detail falling on the Q’s tail, mirroring the same wave flow evident within the icon.

Project Deliverables

Brand Workshop
Research & Brand Strategy
Logo Design
Brand Positioning
Brand Identity
Corporate Stationery Design
Promotional Merchandise Design
UI Design
UX Design
Brand Guidelines
Website Design & Development
Brand Video
Social Media Page Design
Creative Consultancy & Project Management

Brand Architecture

Formulating a new brand architecture system with modernity, simplicity & efficiency at its core.

As RS Aqua had grown significantly, it had highlighted the need to reorganise their growing product range within their existing, limited website structure.

As part of our strategic planning, we presented RS Aqua with a new, simplified architecture, navigation & search function to be used on the new website. This execution significantly streamlined the customer journey, creating a more efficient & seamless user experience.

Fable&Co. created a versatile differentiation system, comprising of eight assets to help identify the varied industry sectors serviced. We also created a suite of graphics that looked to capture the field specific products – interpreting the different technologies, with readings & data from the array of highly technical devices.

Dedicated To Discovery

Unearthing a commonality connecting the character & motivations across the varied audiences was key.

As RS Aqua works with a diverse mix of scientists, analysts, researchers & engineers, in almost all ocean science sectors, it was import that the new brand identity conveyed the right balance between professional, technical & practical, with simplicity, personality & humanity. Unearthing a commonality connecting the motivations across the varied audiences was key. This is how the new brand tagline of ‘Dedicated To Discovery’ surfaced – encompassing the true spirit of learning, adventure, unearthing, passion & dedication present throughout the world of marine science.

A careful selection of appropriate & authentic imagery was collated, capturing the true essence of the marine science industry, combined with inspirational shots that are emotive, communicating passion, care, discovery & understanding of our oceans.

A new colour palette composed of four core colours is used throughout the identity, giving a sense of calm, confidence & professionalism. Featuring dark greens inspired by the deep oceans & lighter tones inspired by the coastal waters closer to shores.

From start to finish, the expert team at Fable&Co. were truly a pleasure to work with. They quickly grasped our objectives, clearly understood our industry, and became a valuable extension of our own team. Not only have we all created a highly professional, modern identity that truly reflects RS Aqua’s growing reputation and positioning, but our new website has provided transformational clarity, accessibility and professionalism.

– Martin Stemp, Managing Director, RS Aqua

We certainly made the right choice to work with Fable&Co. on RS Aqua’s rebrand and new website. I speak for everyone when I say that we are delighted with the results achieved. I highly recommend their services to any business looking for an exceptionally talented branding and design experts.

– Martin Stemp, Managing Director, RS Aqua

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