BAL\NCE is a wave pool development and creative placemaking business. It exists to create new expressions of the coastal experience and required a simple, minimal identity to reflect this.

As a parent company BAL\NCE acts as an endorser brand to the projects it develops. A simple graphic device was incorporated into the logotype referencing the company’s name. This asset became a stamp of credibility branded into concrete across all the spaces it develops. 

‘The joy of play’ became the key message around the identity and is reflected in the collection of aspirational and playful lifestyle imagery built into the brands toolkit.