Orca
“Triathlon is a dying sport,” was one of the first things the Orca leadership team shared with us.
The Brief
Refresh the Orca brand to appeal to a broader audience beyond triathletes, while retaining its DNA of high-performance wetsuits.
Though participation in triathlons has declined since its peak in 2019, Orca saw an opportunity in the growing community of open-water swimmers, freedivers, and surfers around the world. As they expanded into these new categories, Orca also asked us to develop a wetsuit naming system to help customers — old and new — navigate their growing catalogue.
Best Awards Finalist – 2024
(Large Brand Identity)
Agency
Richards Partners
Strategic Leads
Kyle Ranudo, Brian Richards
Design Director
Caroline Konarkowska
Senior Designer
Tommy Chin
Contributors
Agurtzane García, Diego Besné, Arrate Vidarte, Ander Lopez, Genes Diaz, Oscar Ramirez, Marcel Hilger, Dolorosa Estudio, Zhenya G. Townley, André Musgrove, Jacki Parry
Impact & Outcomes
A brand strategy that became the conceptual foundation of Orca’s re-orientation as a lifestyle brand with a competitive streak.
A refreshed visual identity that builds on existing brand equity, one that better reflects and supports Orca’s strategic direction.
Impact & Outcomes
A product architecture and naming system that helps customers intuitively navigate Orca’s growing product catalogue.
A wetsuit pattern system that emulates patterns found in nature, which creates instant differentiation amongst its competitors.
Impact & Outcomes
A brand purpose relevant to competition and casual swimmers, surfers, and freedivers alike; to inspire a deep love for the ocean.
A content strategy that expands the scope of Orca’s storytelling to connect with a broader audience.
Client Feedback on the brand strategy
“Thank you for your impressive work that is helping us analyse and reflect all the different aspects [of our brand].”
– Tomás del Olmo, CMO