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Adding some buoyancy to this rising start-up.

Brand Identity Design


Floatspace (formerly Flotespace), is Australia’s leading boat hire provider — catering from overnight stays for couples through to large corporate events and celebrations such as weddings, birthdays, hens, and bucks parties. With its fleet doubling in size from 2020 to 2021, they were quickly scaling and expanding internationally. They needed an updated brand identity to take them into the future.


The Floatspace brand was in need of an update — however they wanted to retain some of the brand equity through their colour palette. We developed an all-new brandmark, graphic system and guidelines to take them into the future.


Logo Evolution

The brandmark features a subtle wave graphic on ‘F’ terminal in the shape of a horizontal ‘S’ for ‘Space’, to form a monogram when used alone. The wave graphic is then extended and repeated to form the full graphic system.


In addition to the primary branding, we worked with local typographic expert Sophie Elinor to create a custom wordmark for use with Floatspace’s premium boating category, Luxe.

Before we scale internationally, we wanted a completely new visual identity for our brand, that brought to life our brand personality, promise, positioning, and selling proposition. Amanda was strongly recommended to us and her studio did not disappoint! Her visual translation of our brand is fresh, fun and exciting while maintaining the simplicity and sophistication necessary for a cross-cultural global business. Thank you!
Carolyne Wildman — Senior Marketing Manager, Floatspace

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