A brand creating harmony in the symphony of the water.

Chorus is a solar-panelled fleet of electric boats that promises environmentally sound, better-for-marine-life boats, created by furniture designer Chris Duffy. Along with designers Chris Mason and Terry Holland, I was tasked with creating a brand strategy and identity that would help these boats make their mark in the tech and EV startup market.

The name links with the experience of a Chorus vessel: quiet, relaxing and non-polluting - it's a harmony in the symphony of the water.

The focus of the brand strategy and positioning was ‘together’ - looking at the relationship between Chorus and the boat builders, scientists, technology experts and furniture designers. In the brand's visual expression, this became the glue for the big idea, considering how every element of Choruses’ team made up the wider whole.

The brand uses several devices, with photos of people close to water; elements of technology and nature working together as opposed to fighting; marine life shown as close to vessels. Each photograph used is double exposed to combine water, sea and sun with the sustainable bamboo being used to build the boat. Finally, the logo itself is a coming together of the boats to create a movement.

In a world of harsh-looking tech and EV start ups, we wanted to crate a brand that’s elegant, timeless and trustworthy - even using a custom Serif face that uses the form of the wave piercing hull to create smooth elegant under stated serifs.

“We wanted to crate a brand that’s elegant, timeless and trustworthy”