When the RYA (a worldwide community of over 100,000 members who love being out on the water), asked us to consider a complete overhaul of the design for Membership materials 2022 we jumped in!
The RYA is a long-established brand for the sailing community, members enjoy the freedom of cruising open waters or inland waterways or the thrill of racing. They are beginners as well as experts and the RYA exists to help them get the most from their time on the water.
Our brief was to retain brand recognition but to modernise and improve the membership pack and collateral, taking into account feedback from member research, not least of which was to de-clutter and minimise resource wastage.
With an organisation like the RYA, covering such a diversity of interests and people, there is much to say, so minimising information and making it all very clear and easy to access was key.
With ‘water’ underpinning everything the RYA does, we created a pack with this strong graphic and with most of the information held on the folder not separately within it separet documents. Welcome letters also served as membership card carriers which were customised according to each type of membership relevant.
Stickers and PPI envelopes were also designed for physical distribution, and the whole pack was consolidated into a single PDF for widespread online distribution and access.
Royal Yachting Association (RYA)
Campaign creative. Design and artwork.