scope & team.
who's Minnows Water Adventures?
Scope of Work
Brand Identity Design
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Who's on the Project​
Kristen Knoblauch Senior Graphic Designer
Minnows Water Adventures offers custom, captained boat tours and watersports experiences on Fourth Lake in Inlet, NY. Built around creating unforgettable summer memories, the brand brings together adventure, learning, and fun for families and groups alike.
the who.
Minnows Water Adventures caters to families with young children as well as groups of friends looking for a fun, high-energy lake experience. The brand balances being playful and approachable with a sense of quality and professionalism.
Key themes of adventure, fun, and lifelong memories drive the experience, with an emphasis on stepping slightly outside of your comfort zone in a safe, welcoming environment. The visual direction needed to appeal to both kids and adults while maintaining a clean aesthetic.
the what.
Logo design development for a new watersports business.
Explored playful yet refined logo directions that could translate across digital platforms, boat signage, and apparel.
Delivered a primary logo and supporting variations designed for flexibility across merchandise, social media, and large-scale applications.
the why.
The goal was to create a logo that felt adventurous, memorable, and distinct from competitors, while still being clean enough to scale across real-world applications like boats and apparel.
We introduced an illustrated minnow character waterskiing to capture the spirit of the brand; playful, energetic, and rooted in the lake experience. The concept also serves as a nod to the owner’s family history in the area, inspired by a family boat once named “The Minnow,” adding a layer of personal meaning to the identity.
The motion of the character reflects activity and excitement, while the simplified illustration style keeps the mark versatile and visually cohesive. The final direction balances fun with structure, resulting in a logo that feels approachable, dynamic, and built to grow alongside the brand as it expands.
the concept.
The identity centers around a custom-illustrated minnow waterskiing across the surface. This concept brings together the brand name, core activity, and sense of adventure into a single visual.
Beyond its playful execution, the minnow also acts as a subtle tribute to the owner’s family roots and history on the lake, grounding the brand in a sense of place and legacy.
The left-to-right motion reinforces forward movement and progression, while the simplified, rounded design keeps the mark approachable and adaptable across merchandise and large-scale applications like boat graphics.
