Superdecks was asked to assist Temple Wisdom Online in developing the brand of a world-class aquatics facility under construction in Pietermaritzburg.
The Challenge
Initially named ‘South African Aquatics Park’, the team found marketing and meeting internal objectives a challenge, and approached Brendan Temple for help. Having worked on development of a number of brands with Temple, we recommended a relook at the name and logo as part of a transformation process
The team behind ‘South African Aquatics Park’ were challenges in both marketing and meeting internal objectives. They reached out to Brendan for assistance. Given our successful history of brand development with Temple, we advised a comprehensive re-evaluation of their name and logo as the first step in their brand transformation process.
After a name generation exercise, the name was abbreviated to AquaPark, which is modern, has strong phonetics and importantly meets the three syllable rule in naming.
Working with the design team at Temple, we developed an open, minimalist logo that works as well in digital as it does in print. We also coined a new promise: ‘Water. Talent. Transformation.’, which provides a clear statement of intent and is the basis of the brand’s communication strategy.
As of this writing, Temple is successfully developing AquaPark’s brand and delivering on their sponsorship objectives.
