Design Challenge: Incorporate new skills and reflect that in your identity.

Manhattan Kayak Company has been located on New York City's Hudson river for a decade. With a new location in a key spot on the waterfront and a new craze, stand up paddleboarding or SUP in the water sports vernacular, it was time for a identity overhaul. I See Ideas created a new logo mark based on a play of wave and sun and human and paddle, the ingredients for MKC - the company's nickname for years. An environmental graphic system was used to navigate the new space as well as a line of sportswear for the company gift store.