Edgy and trendy, yet still trustworthy. That was the aim of Big Wake—a relative newcomer when it came to water sports products. Red Olive was contracted to develop a new brand and build an easy-to-use e-commerce site that reinforced that identity. By taking a watercolor-esque design, Red Olive was able to put Big Wake in a unique position that clearly differentiated it from its competitors. The result? A non-generic design and brand personality that sets trends—not follow them.