Minimalist Rebrand for MHYC
The Heart of
the Harbour
Industry
Hospitality
Sporting & Leisure
Event Marketing
Services
Logo & Rebranding
Brand Development
Collateral
Social Media
When we took on the rebranding of Middle Harbour Yacht Club (MHYC), our goal was clear: to attract new members while capturing and amplifying the fun, vibrant culture that already existed within the club. The yachting industry often has a stylised, exclusive image, but we wanted MHYC to stand out as a club that felt more sociable, bold, and inviting—something like the ‘Merivale‘ of yacht clubs.
To achieve this, we introduced a vibrant colour palette, dynamic graphic elements, and a cohesive visual style that showcased the lively spirit of the club, making it appealing to both long-time members and those new to the world of sailing.
Visual Direction
Minimalistic
Since MHYC was established way back in 1939, we found our visual inspiration in the graphic design styles popular at the time—think Bold Minimalism and Bauhaus. These styles, known for their clean lines and striking simplicity, guided us in creating visuals that reminded us of those classic, minimalistic travel posters. Our aim was to position MHYC not just as a yacht club, but as a destination—a place where people could appreciate the beauty of the harbor and get caught up in the fun and excitement of the sailing lifestyle.
A vibrant palette
Club colours
For the colour palette, we wanted to capture the true experience of being a member at MHYC. We chose Deep Ocean, Sky, Heritage Red, Sand, and Crisp White—colours that reflect the natural beauty you see around the club. Deep Ocean brings the vastness of the sea to mind, Sky represents clear skys, Heritage Red nods to the club’s tradition and history, Sand evokes the sandy shoreline at the club’s doorstep, and Golden textures embody the Club’s competative spirit.
Together, these colours create a palette that feels both timeless and modern, perfectly enhancing the overall vibe of the MHYC brand.
Brand Look & Feel
Bauhaus -inspired Graphics
When it came to graphic devices, we wanted to capture the essence of sailing and the club’s iconic symbols. We looked to the movement of sails, particularly the way a spinnaker shifts direction in the wind, and made that a central motif. To complement this, we created a ‘tides’ graphic, which echoes the angle of the sail from the MHYC burgee and mimics the way the tide line adjusts as it washes up on the shore. These weren’t just decorative touches; they brought a sense of motion and life to everything we created, helping to tie all our branding materials together in a unified way.
Brand Development
The Heart of The Harbour
One of the key phrases we coined during the rebranding process was “The Heart of The Harbour.” This phrase perfectly encapsulates the essence of the MHYC brand. It speaks to the deep passion and emotional connection that sailors have for the club—a love for sailing that goes beyond the sport itself. MHYC is more than just a yacht club; it’s a central gathering point for those who live and breathe sailing. As the “heart” of the harbour, MHYC is literally and figuratively at the centre of it all, offering a vibrant, welcoming space where members and visitors can come together to share their love for the sea.
