Branding with Attitude: Introducing Fifty Fifty

Project Fifty Fifty

We are thrilled to share the launch of the Creative Division’s latest branding project: Fifty Fifty - a dynamic visual identity developed for a high-performance XR-41 racing boat. This project marks another outstanding collaboration with a returning client, and we remain inspired and grateful whenever our clients bring such unique and engaging briefs to the team.

The brief for Fifty Fifty was rooted in a playful, high-adrenaline ethos. The name itself - a witty nod to the phrase “Is this safe?” with the mischievous answer “Fifty-fifty” - set the tone for an identity that embodies daring confidence and spirited performance. 

A Visual Identity Full of Attitude

Our Creative Division approached this challenge with a keen focus on translating the boat’s thrilling personality into a cohesive brand identity. The final logo draws inspiration from the powerful imagery of a vessel cutting through water at speed. The upper “Fifty” symbolises the boat, while the mirrored lower portion reflects its image on the water’s surface — an elegant metaphor for motion, momentum, and duality. 

Key design decisions reflect the project’s core character:

• Bold, condensed typeface conveying confidence and strength in every letterform.
• Forward-leaning slant to suggest propulsion and dynamic energy.
• Rounded edges and precise engineering to balance speed with refined craftsmanship.

The overall aesthetic is slick, audacious, and fully aligned with the exhilarating world of high-speed racing — a testament to our team’s ability to craft identities that resonate emotionally and visually. 

The Power of Great Briefs and Lasting Partnerships

Fifty Fifty exemplifies what drives us as a creative team: original briefs that challenge us to adapt and expand our style and skillset. Working again with a returning client reinforces the value of trust and continuity in creative collaboration. We are always grateful for the opportunity to build on existing relationships, explore new territory, and deliver work that speaks to the ambitions of each project.

At Rigby & Rigby’s Creative Division, we pride ourselves on our versatility and dedication. Whether crafting brand identities for ultra-prime property, bespoke automotive experiences, or high-performance marine design, our focus remains the same: to deliver purposeful, distinctive, and enduring creative solutions.