Brief
Swimming is built on performance, precision, and constant improvement. Yet on the pool deck, the tools have barely evolved. Stopwatches, clipboards, and manual observation still dominate a sport where hundredths of a second decide outcomes. As Orca Vision transitioned from early design partners to global deployment across clubs, federations, and NCAA programs, the brand needed to catch up with the product.
Solution
SIDE ST led a full rebrand to reflect this shift, defining a clear positioning and building a visual identity rooted in precision, motion, and performance. We created a distinct icon based on an abstract human form, paired with a strong typeface and an electric lime color to bring energy and clarity. Alongside the identity, we designed and built a new website, and developed digital and physical assets to support both online and on-site presence. We continue to support Orca Vision through brand activation as they scale globally.
Credits
Abi Grummit, Nancy Giordano, Daniela Benrey, Patricia Falandysz
