Red Shed

The challenge with Red Shed was to develop an identity that was both professional and approachable, positioning Red Shed as an inclusive, high-performance venue for all abilities. The identity needed to balance the technical, competitive aspects of rowing, and the warmth and energy of the local community. The new brand would need to unify the various functions of the centre, from quality rowing facilities to lifestyle, retail, hospitality and event hosting, in a cohesive brand. Inklab’s aim was to increase engagement across a range of demographics, channelling the sentiment of creating pathways for everyone across all brand touchpoints.

Inklab developed a brand identity that connects Red Shed to the evolution of rowing itself. With this shared history as a foundation, Inklab created a visual language designed to resonate with the diverse community. Drawing on heritage-inspired details, including oar markings and suit graphics, Inklab paired dynamic patterns with bright block colours and a modern take on rowing and sailing club type. Atmospheric photography adds emotional depth while modelling sleek, athletic custom merch. Every detail was crafted to ensure a consistent experience that appeals to all visitors, fostering a sense of belonging for everyone.

Naming strategy embodies brand values of accessibility and community; in bold contrast to the achievements of its high-performance members, the humble name makes the feats of the community sound all the more impressive, without sacrificing approachability. A space where beginners are empowered and athletes challenged, this people-first venture encourages members to push themselves in a supportive environment centred around skill development, socialisation and wellness. An ambitious project made possible through the generosity of local rowing enthusiasts John and Jeanette Gasson, Red Shed invites a broader audience to engage with the sport, bringing performance, recreation and social connection under one roof.

Merchandise reflects both the high-performance and lifestyle aspects of the brand. Quality finishes, modern cuts and durable fabrics are designed for wear on and off the water. Subtle tags and tone-on-tone applications bring an aspirational element to everyday wear. Wayfinding elements support navigation and contribute an additional layer of brand presence. Clean, consistent signage using bold typography and dynamic graphic elements maintains an energetic but cohesive look and feel, pointing members in the right direction. Brand patterns capture the rhythm and flow of gliding through water, with window decals providing visual interest and defining various zones within the space.