PLKB | Rebranding, Strategy to full execution

Things we did

Rebranding

Strategy and Vision

Creative Direction & VIsual design

Client

Peter Lynn Kiteboarding

Year

2020

PROJECT

Live Project

A full rebrand aligning performance-driven products with a modern, bold, and high-end identity.

CHALLENGE

Peter Lynn Kiteboarding is a well-established brand with a strong legacy in kiteboarding. While the products remained high quality and performance-driven, the brand’s visual identity and image had become outdated. Furthermore the wide product range was represented chaotic and unstructured online. The challenge was clear: completely reinvent the brand—its image, language, and presence—within a tight timeframe. In 5 months, the entire brand ecosystem needed to be reimagined and launched simultaneously, without losing the brand’s heritage.

Digital Experiences

We started by defining a clear brand strategy: What is Peter Lynn’s vision today, who is it for, and how should that vision translate consistently across website, visual identity, and communication? Peter Lynn Kiteboarding is a brand for everyone—for outlaws, free spirits, and the “cool peeps.” It represents freedom, fun, and the mindset of staying young through sport. This insight became the foundation of the rebrand. Visually, we chose a black-and-white base to create a timeless, inclusive, and high-end identity that transcends trends and speaks to a broad audience. From this concept, the brand slogan “Never Stop Playing” was born—capturing both the joy of kitesurfing and the youthful spirit of the brand. My role extended beyond visual design. I contributed to: Brand strategy and concept development Art direction for photography and video UX/UI design and production of the website Coordination of visual marketing assets across all channels In addition, I activated my network strategically. We collaborated with a well-known influencer (40K+ followers) and organised a content-driven trip to Cape Verde, strengthening the relationship with a key team rider while creating high-impact visual content. This move increased both brand authenticity and reach. Through my connections in the professional kiteboarding world, we also added a world-class team rider, enabling Peter Lynn to compete in KOTA (King of the Air)—the most prestigious competition in kiteboarding. A full production followed in Cape Town, where I acted as art director, model, and team manager, leading a crew consisting of a photographer, videographer, two team riders, and the marketing manager.

APPROACH

We started by defining a clear brand strategy:

‍
What is Peter Lynn’s vision today, who is it for, and how should that vision translate consistently across website, visual identity, and communication? Peter Lynn Kiteboarding is a brand for everyone. It represents freedom, fun, and the mindset of staying young through sport. This insight became the foundation of the rebrand. Visually, we chose a black-and-white base to create a timeless and inclusive image that transcends trends and speaks to a broad audience. From this concept, the new name PLKB and the brand slogan “Never Stop Playing” was born—capturing both the joy of kitesurfing and the youthful spirit of the brand. To create more structure throughout the whole brand, 3 worlds where created wherein the products could be arranged clearly.

Brand strategy and concept development
Creative direction for photography and video production
UX/UI design and production of the website
Visual design

In addition, I activated my network strategically. We collaborated with a well-known influencer (40K+ followers) and organised a content-driven trip to Cape Verde, strengthening the relationship with a key team rider while creating visual content. This move increased both brand authenticity and reach. Through my connections in the professional kiteboarding world, we also added a world-class team rider, enabling Peter Lynn to compete in KOTA (King of the Air)—the most prestigious competition in kiteboarding. A full photo and video production followed in Cape Town, where I acted as creative director, (and athlete) guiding a crew consisting of a photographer, videographer, three of our team riders and marketing manager.

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RESULT

The rebranding resulted in a strong, modern, and visually sustainable brand identity that aligns with the quality and ambition of the products.

Key outcomes:

A fully renewed brand launched across website, photography, video, and all visual marketing materials
Increased impact and reach on social media through strategic influencer collaboration
Stronger relationships with team riders and deeper roots within the kiteboarding community
Brand visibility at KOTA, positioning Peter Lynn Kiteboarding among the top-tier brands in the sport
A clear, future-proof identity that balances heritage, performance, and youth culture

The result is a brand that feels confident, relevant, and high-end, ready to compete—and stand out—at the highest level of kiteboarding.

Digital Experiences

We started by defining a clear brand strategy: What is Peter Lynn’s vision today, who is it for, and how should that vision translate consistently across website, visual identity, and communication? Peter Lynn Kiteboarding is a brand for everyone—for outlaws, free spirits, and the “cool peeps.” It represents freedom, fun, and the mindset of staying young through sport. This insight became the foundation of the rebrand. Visually, we chose a black-and-white base to create a timeless, inclusive, and high-end identity that transcends trends and speaks to a broad audience. From this concept, the brand slogan “Never Stop Playing” was born—capturing both the joy of kitesurfing and the youthful spirit of the brand. My role extended beyond visual design. I contributed to: Brand strategy and concept development Art direction for photography and video UX/UI design and production of the website Coordination of visual marketing assets across all channels In addition, I activated my network strategically. We collaborated with a well-known influencer (40K+ followers) and organised a content-driven trip to Cape Verde, strengthening the relationship with a key team rider while creating high-impact visual content. This move increased both brand authenticity and reach. Through my connections in the professional kiteboarding world, we also added a world-class team rider, enabling Peter Lynn to compete in KOTA (King of the Air)—the most prestigious competition in kiteboarding. A full production followed in Cape Town, where I acted as art director, model, and team manager, leading a crew consisting of a photographer, videographer, two team riders, and the marketing manager.

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