I helped launch Sila>>>Vetra sailing company t with the hope that it was going to turn the industry upside down. The difficulty was that young people didn't know anything but myths about sailing: the industry seemed conservative, misogynistic and alien. I had to develop a new visual language that would make the process of getting to know sailing fun and understandable. New branding was applied to many many different areas: magazine, website, physical media, mobile app and so on. And it succeeded, the project became a notable benchmark in the market. It grew and scaled, and today it is a large international company that organizes adventures in Seychelles, Cyprus, Canary Islands, Venice, Turkey and other exciting places on our planet. It was important to me that the project would not lose its concept in terms of visual communication even after I left, so I picked a team of people I was confident in. To this day, they are still moving within the DNA framework I developed during the early launch phase that took 3 years.

The beauty of this project is that it's physical. A lot of artifacts that were created were merch, flags, sails (!), boat design and the like. It was a great opportunity to experiment with the physicality of the brand.

The project also helped me to explore the world through sailing – with the team I've already sailed half the world – it's a great example of how trasnformative the design projects can be if you are all in.