Fifty Fifty
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Daisy Watson is a dynamic graphic designer leading the development of a dedicated graphics and branding department within the Creative Division at Rigby & Rigby. With a rich background in Architecture, Art, and Animation, Daisy leverages her interdisciplinary expertise to bring innovative and cohesive design solutions to the company. Since joining the Allect Group, she has made a significant impact, acting as the brand guardian for Rigby & Rigby, Helen Green, and Lawson Robb, as well as creating many luxurious and contemporary brand identities, most notably, Berkeley Arcade. Her meticulous attention to detail and artistic flair have been instrumental in elevating the visual identity of prestigious brands, and driving Rigby & Rigby's reputation for cutting-edge and sophisticated design solutions.
The brief for Fifty Fifty, an XR-41 racing boat, was to create a bold visual identity inspired by the name’s origins - a playful response to the question “Is this safe?” with the knowingly mischievous answer, “Fifty-fifty.” Drawn from the culture of high-adrenaline sports, the name captures a mindset that embraces risk, speed, and irreverent confidence. The brand identity therefore needed to express this attitude: part daring, part playful, and fully committed to high performance on the water.
The final logo draws inspiration from the iconography of a boat slicing through water at high speed. The upper “Fifty” represents the vessel itself, while the mirrored lower half reflects its image on the water’s surface. A condensed, bold typeface conveys confidence and power, and the forward-leaning slant introduces a sense of propulsion and momentum. The mirrored form subtly evokes an arrow in motion, while the reflection hints at the streaking speed lines of vintage racing posters. Rounded edges, smooth curves, and finely engineered letter joints add precision and aerodynamic elegance. Altogether, the logo embodies a personality that is slick, rebellious, bold, and fast—perfectly aligned with the ethos of Fifty Fifty.
Project team
Daisy Watson is a dynamic graphic designer leading the development of a dedicated graphics and branding department within the Creative Division at Rigby & Rigby. With a rich background in Architecture, Art, and Animation, Daisy leverages her interdisciplinary expertise to bring innovative and cohesive design solutions to the company. Since joining the Allect Group, she has made a significant impact, acting as the brand guardian for Rigby & Rigby, Helen Green, and Lawson Robb, as well as creating many luxurious and contemporary brand identities, most notably, Berkeley Arcade. Her meticulous attention to detail and artistic flair have been instrumental in elevating the visual identity of prestigious brands, and driving Rigby & Rigby's reputation for cutting-edge and sophisticated design solutions.
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