Revamping a stand-up paddle board brand from a commodity to the sought-after board of choice

Scope of work:
  • Brand Strategy

  • Brand Story

  • Brand Identity

  • Copywriting

  • Collateral Design

  • Packaging Design

  • UX Strategy

  • Website Design

  • Website Development


ISLE is one of the leading stand-up paddle board companies, but they operate in a competitive, commoditized category in which customers were not demonstrating strong brand affinity. They needed a better digital user experience, and they needed their brand to stand for something deeper.


Focus groups revealed that prospective customers were turned off by the competition’s portrayal of stand-up paddle boarding as a high-intensity physical sport catering to the ultra-fit. Instead, they were drawn to stand-up paddle boarding as an exercise for the mind, body, and soul — a way to escape the daily grind of their busy lives and recharge.


When crafting ISLE’s new brand, we leaned into the idea of balance, playing off the balance it takes to stand up on a board. We positioned ISLE and the activity of stand-up paddle boarding as the ultimate solution to modern life — not just a physical workout, but a balance of benefits for your mind, body, and soul. We updated their entire brand identity and user experience to reflect this new direction, from the soothing earth-tone color palette, to the approachable brand voice and imagery, to the new frictionless mobile-friendly website. And we carved out a disruptive new space within a sea of competitors that all look and sound the same.

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Common Assembly