Slam
A new outfit for an icon within the world of sailing

Client

Slam is a sailing gear company from Genoa, Italy. The company was founded in 1979 by a group of passionate yachtsmen determined to produce technical sailing wear with superior comfort. 30 years later the company has rose to become a leading sportswear brand within sailing. In 2010, Slam equipped the BMW ORACLE Racing team that won the 33rd Americas Cup. Slam has also equipped the Italian sailing team during the Olympic Games.

Assignment

After 20 years under the same flag, Slam approached SDL as they decided to revamp their brand and change direction. The brief entailed creating a relevant and unique visual expression reflecting the company’s heritage, qualitative products and love for the sport. 

Solution

Together with Slam we mapped out the entire customer journey as well as future behaviors and needs. With scalability in mind and a new brand strategy in place, we begun creating a brand identity fit to steer the brand into the future. Moreover, an identity that truly celebrated Slam’s origins as well as sailing. 

Result

In January of 2017 the new identity was launched at the Pitti Immagine fair in Florence. The launch featured a new highly technical capsule collection and an interactive online lookbook. An icon within the world of sailing has begun a new journey, with crisp wind in their sails.

Photography: Giovanni De Sandre