The Problem
Lagoon had always existed—as a feeling, a lifestyle, a bond between friends—but now it was time to turn that spirit into a brand. They needed a new visual identity and a clearer brand direction that felt cool, nostalgic, and familiar, like a good throwback and a safe space all in one.
Their old look didn’t reflect the quality or intention behind their work. With plans to host bigger events, they needed to look the part.
Stage 1 – Original Sketch
Stage 2 – Digitising the Sketch
Stage 3 – Final Icon
The Solution
I started by auditing their social media—analysing their content, bio, hashtags and engagement. Then I built out a brand strategy that felt focused but still left room for the big dreaming Lagoon is known for.
We skipped the traditional mission/vision talk (they live that stuff already) and got straight to what would help: business overview, audience personas, competitive positioning, brand voice and creative direction.
Design-wise, we went bold. Think:
→ Custom lowercase logotype for a grounded, friendly feel.
→ Asterisks as visual flourishes—energetic, playful, and event-ready.
→ Extended “N” in the logo to signal movement and freedom.
→ A primary-colour palette of yellow, sky blue, red, black and white, with additions like dark green and baby pink to balance play with maturity.
→ Editorial-style typography to echo their love for sports, street culture, and magazines.
→ Imagery direction: grainy, retro, fish-eye moments—intentional but effortless.
The Outcome
The founders loved the identity straight away—not a single revision needed. They said it captured everything they’d imagined. The new brand strategy gave them clarity, language, and confidence to move intentionally.
They hosted their first major venue event in 2024—and it sold out. People were even trying to get in at the door. Their branded shoot was a perfect match for the vibe, and every post, event and rollout since has carried that same Lagoon energy: bold, playful, rooted in joy.
What I Loved
This one was personal. I’ve known the Lagoon boys since uni. I saw the early sketches of this vision years ago. Working on this felt like closing a full-circle moment. Their mission—to bring people together and share joy—is so genuine. And the way they implement the brand? Top-tier. They got it, trusted me, and ran with it. Watching them build community with purpose and style has been beautiful to witness.
Here's what 1/3 of the team had to say:
"A smooth and enjoyable process. You took the time to understand exactly what we wanted, with the reassurance that we would get what we paid for in its highest format."
Joshua Kitson
