With a new corporate direction in place, Super Aqua Club (SAC) wanted to leverage its new entrepreneurial momentum and put its brand back on the map.
The business, a true Quebec institution since 1985, wanted to gauge consumer needs, selection criteria, habits and constraints to draw a portrait of SAC visitors and the competition. This customer and non-customer awareness and perception study together with internal interviews with management and employees, informed the new branding strategy.
We decided to move away from tangible elements such as the attractions, the site, the proximity to Montreal or even related services. Having a multi-attraction water park isn't enough anymore. Indeed, customers take it for granted that they are paying for this type of service. We focused the new brand positioning on an entertainment experience that goes well beyond the attractions. By providing a human, engaging experience along the customer's journey, it’s possible to exceed expectations and create memories.
We didn’t know, though, that we had a joker in our game. It appeared in the middle of the creative process while we were doing typographic research. When we were designing the logotype, an interesting opportunity emerged. Why not use ink traps to "make waves"? Then, we took this concept one step further and proposed a custom, exclusive typeface to the client, a valuable asset for the brand. It was a risky leap of faith because it wasn't part of the initial plan. The water park/typography link was simply too powerful not to pursue.